Details Title: Branding CH8 Description: description of terms for branding Total Flash Cards: 14 Created: 04/05/2009 16:32:23		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Brand Familiarity Definition how well customers recognize and accept company brand. Term Brand Rejection Definition potential customers wont buy a brand unless its image has changed. Term Brand Nonrecognition Definition consumers dont recognize a brand at all (school supplies, dinnerware, etc) Term Brand Recognition Definition Customers remember brand Term Brand Preference Definition Target customers usually choose one brand over another. Term Brand Insistence Definition Customers INSIST on a firm's branded product AND are willing to search for it. Term Family Brand Definition Same brand name for several products Term Licensed Brand Definition A well-known brand that sellers pay a fee to use. Term Individual Brand Definition Separate Brand names for each product. Keeps consumers from associating them together. Term Generic Products Definition products that have no brand at all other than the identification of their contents. Term Manufacturer Brands Definition Brands created by producers. "National Brands". Nabisco, Ford, IBM. Term Dealer Brands "Private Brands" Definition Created by middlemen, (Wal-mart, Sears, Radio Shack) Term Battle of the Brands Definition Dealer vs Manufacturer Brands: question of whose brand will be more popular & who will be in control. About equal, shifting from Manufacturer Brands to Dealer. Term Federal Fair Packaging and Labeling Act (1966) Definition Requires consumer goods to be labeled in easy-to-understand terms- to give consumers more information. Calls on industry to try to reduce the number of package sizes and make labels more useful.