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TAM Study Guide
Test 1
41
Other
Undergraduate 3
04/27/2008

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Term
brand (small 'b')
Definition
“name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”
Term
Brand (big 'B')
Definition
awareness, reputation, prominence
Term
product
Definition
is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
Term
Commodity
Definition
a product so basic that it cannot be physically differentiated in the minds of consumers (coffee, soap, etc)
Term
store brand (private label)
Definition
a retailers own brand
Term
brand awareness
Definition
Increasing the familiarity of the brand through repeated exposure
Term
brand recall
Definition
Forging strong associations with the appropriate product category or other relevant purchase or consumption cues
Term
consideration set
Definition
Likelihood that the brand will be a member of consumer choice group.
Term
brand attributes
Definition
descriptive features that characterize a product or service
Term
brand benefits
Definition
personal value and meaning that consumers attach to the product or service attributes
Term
brand salience
Definition
Category identification, Needs satisfied
Term
product category structure
Definition
how product categories are organized in memory (product class info at the highest level, product category info 2nd highest, product type info next, brand info at lowest level)
Term
brand performance
Definition
describes how well the product or service meets customers’ more functional needs
Term
brand imagery
Definition
User profiles (Demographic), Purchase and usage Situations, Personality and Values, History, heritage, and experiences (Nostalgia)
Term
brand judgments
Definition
Brand quality, Brand consideration, Brand superiority, Brand credibility
Term
brand credibility
Definition
Expertise, Trustworthiness, Likability
Term
brand feelings
Definition
Warmth, Fun, Excitement, Security,Social Approval, Self-respect
Term
brand resonance
Definition
Behavioral loyalty, Attitudinal attachment, Sense of community, Active engagement
Term
behavioral loyalty
Definition
Frequency and amount of repeat purchase
Term
brand duality
Definition

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Term
brand extension
Definition
when a firm uses an establishes brand name to enter a new market
Term
line extension
Definition
uses a current brand name to enter a new market segment in the existing product class (ex: new varieties, flavors, sizes)
Term
category extension
Definition
the marketer uses the current brand name to enter a different product class (ex: Swiss Army – began as knives, now has watches, sunglasses, writing instruments, etc).
Term
positioning
Definition
the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds
Term
market
Definition
the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product.
Term
market segmentation
Definition
divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior
Term
laddering
Definition
deepening the meaning of the brand to tap into core brand associations or other more abstract considerations
Term
core brand associations
Definition
abstract associations (attributes and benefits) that characterize the 5 to 10 most important aspects or dimensions of a brand
Term
mental map
Definition
accurately portrays in detail all salient brand associations and responses for a particular target market
Term
brand mantra
Definition
Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand
Term
brand audit 
Definition
consumer-focused assessment, A comprehensive examination of a brand involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity
Term
marketing audit
Definition
comprehensive, systematic, independent, and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance
Term
brand elements
Definition
trademarkable devices that serve to identify and differentiate the brand (names, URLs, logos, symbols, characters, jingles, etc)
Term
marketing aesthetics
Definition
marketing of sensory experiences in corporate or brand output that contributes to the organization’s or brand’s identity (product design, communications research, spatial design)
Term
brand identity
Definition
the contribution of all brand elements to awareness and image
Term
trademark strategy
Definition
involves proper trademark planning, implementation and control
Term
trademark appropriation
Definition
a developing area of state law that can severely curtail even those brand strategies that do not confuse consumers
Term
trademark dilution
Definition
a weakening or reduction in the ability of a mark to clearly and unmistakably distinguish the source
Term
blurring
Definition
the use of an existing mark by a different company in a different category alters the unique and distinctive significance of that mark
Term
tarnishment
Definition
when a different company employs the mark in order to degrade its quality, such as in the context of a parody or satire
Term
cybersquatting
Definition
occurs when an unaffiliated party purchases an Internet domain name consisting of the mark or name of a company for the purpose of relinquishing the right to the domain name to the legitimate owner for a price.
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