Details Title: Chapter 13 Description: CCII Total Flash Cards: 15 Created: 11/04/2008 13:56:32		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 Equity Definition Brand name awareness Perceived brand equity Brand associations Brand Loyalty  Term Brand Loyalty Definition Recognition Preference Insistence  Term Types of Brands Definition Manufacturer brands Private Distributor brands Generic brands   Term Naming the brand     Definition   SIX    1) Easy to say / remember 2) suggests benefits 3) distinctive 4) extendable 5) translate culturally 6) legal protection = SUE    Say DEBTS  Term Definition Term Protecting a Brand Definition SUE     **generic beware!   Kleenex  Term family branding Definition all firm's product with same name or part of same name Term brand extension Definition using existing brand to brand a new product in different product category Term co-branding Definition credit card company  + airlines Term Brand Licensing Definition NASCAR Term Line Extension Definition product designed closely related...but to meet different customer needs   Food Candy   Term Product Modification Definition THREE   1) Quality 2) Aesthetic 3) functional  Term New Product Development Process Definition     Idea Screen Concept testing Marketing Strategy  Business analysis Product Development Test Marketing Commercialization                 Term Test Marketing Definition Standard   Controlled   Simulated  Term Product Deletion Definition Maintain Harvest Drop-out