Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
26 Cards in this Set
- Front
- Back
- 3rd side (hint)
Branding |
creating a name, symbol or design that identifies and differentiates a product from other products |
|
|
Brandmark |
Represents a branding decision in which a design element, such as a symbol, logo, character sound, is used to provide visual or auditory recognition for a product. |
ex. Nike's swoosh |
|
Trademark |
Any symbol, word or combination thereof used to represent or identify a product |
|
|
Lanham Act |
name, mark, sound |
|
|
Federal Trademark Dilution Act |
other brands become diluted and named after popular brand |
|
|
International Issues |
brand protected around the world |
|
|
Branding Advantages (1 of 5 advantages) |
Improve marketing efficiency: stands for something |
|
|
Branding Advantages (2 of 5 advantages) |
Reinforce customer loyalty |
|
|
Branding Advantages (3 of 5 advantages) |
Enable premium pricing: pay more for higher sought after brand |
|
|
Branding Advantages (4 of 5 advantages) |
Provide foundation for Extensions: buy multiple products within that brand |
|
|
Branding Advantages (5 of 5 advantages) |
Increase Channel Leverage (power): have more power with better branding |
|
|
Branding Considerations (1 of 5) |
Imply benefits |
|
|
Branding Considerations (2 of 5) |
Distinctive & easy to remember |
|
|
Branding Considerations (3 of 5) |
Consistent with Image |
|
|
Branding Considerations (4 of 5) |
Legal |
|
|
Branding Considerations (5 of 5) |
Translate well into other languages/cultures |
|
|
Branding Strategy (1 of 6) |
Family Brands |
|
|
Branding Strategy (2 of 6) |
Multi branding: each brand stands on its own |
|
|
Branding Strategy (3 of 6) |
Co-branding |
|
|
Branding Strategy (4 of 6) |
Licensed brands |
|
|
Branding Strategy (5 of 6) |
Manufacturer brands |
|
|
Branding Strategy (6 of 6) |
Private Labels (Dealer brands) |
|
|
Packaging Benefits (1 of 4) |
Communication |
|
|
Packaging Benefits (2 of 4) |
Functional |
|
|
Packaging Benefits (3 of 4) |
Perceptual: color of packaging |
|
|
Packaging Benefits (4 of 4) |
Environmental: smaller packages are cheaper |
|