Term
|
Definition
| attaching a trademark to a product |
|
|
Term
|
Definition
| perceptual map of positive and negative associations, a symbolic language |
|
|
Term
|
Definition
| positive perceptions of the brand in the mind of the consumer |
|
|
Term
|
Definition
| conceptual structure linking a product and a consumer |
|
|
Term
|
Definition
| defines the brand as a human personality. marketers attribute human personality traits to a brand as a way to achieve differentiation |
|
|
Term
|
Definition
| the expression of the brand including its name and visual appearance |
|
|
Term
|
Definition
| the consumer's outtake from the brand, the picture of the brand in the minds of consumers |
|
|
Term
|
Definition
derive their value from how well they respond to tensions in the national culture
Ex: Nike, Coca-Cola, Marlboro |
|
|
Term
|
Definition
| the existence of the brand in the mind of the consumer and the influence on buying behavior. consumer equity influences the brand's financial performance (brand value) |
|
|
Term
|
Definition
used for how an organization structures and names brands. 3 main types are:
1. corporate branding
2. endorsement branding
3. product branding |
|
|
Term
|
Definition
| when a company uses brand equity associated with an existing brand name to introduce a new product |
|
|
Term
|
Definition
new products of the same category
Ex: cherry coke |
|
|
Term
|
Definition
different category of the main brands
Ex: Marlboro clothes |
|
|
Term
|
Definition
| group of products is ranged under one name, promise, or positioning, purpose is to give product a place in a range of other products |
|
|
Term
|
Definition
| available in most countries, shares same strategic principles, positioning, and marketing in every market |
|
|
Term
|
Definition
positioning must be similar in every market
Ex: premium-priced brand that is premium-priced around world |
|
|
Term
|
Definition
will vary to meet local consumer needs and competitive requirements
Ex: Coca-Cola is sweeter in the middle east |
|
|
Term
|
Definition
1. cultivate established local brands
2. gobal concept, local adaptations
3. create new brands
4. purchase local brands and internalize
5. develop brand extensions
6. employ a multilocal strategy |
|
|
