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Definition
| how well customers recognize and accept company brand. |
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| potential customers wont buy a brand unless its image has changed. |
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| consumers dont recognize a brand at all (school supplies, dinnerware, etc) |
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| Target customers usually choose one brand over another. |
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| Customers INSIST on a firm's branded product AND are willing to search for it. |
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Definition
| Same brand name for several products |
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Definition
| A well-known brand that sellers pay a fee to use. |
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Definition
| Separate Brand names for each product. Keeps consumers from associating them together. |
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| products that have no brand at all other than the identification of their contents. |
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| Brands created by producers. "National Brands". Nabisco, Ford, IBM. |
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| Dealer Brands "Private Brands" |
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Definition
| Created by middlemen, (Wal-mart, Sears, Radio Shack) |
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Term
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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. |
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Term
| Federal Fair Packaging and Labeling Act (1966) |
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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. |
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