Term
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Definition
| Anything that is of value to a consumer and can be offered through a voluntary marketing exchange. |
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Term
| Product Assortment (Product Mix) |
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Definition
| Complete set of all products offered by a firm. |
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Term
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Definition
| Groups of associated items, including those consumers use together or think of as part of a group of similar products. |
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Term
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Definition
| Assortment of items the customer sees as reasonable substitutes. |
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Term
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Definition
| Name, term, design, symbol, or any other features that distinguish a seller's good or service from those of other sellers. |
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Term
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Definition
| Number of product lines, or variety, offered by the firm. |
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Term
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Definition
| Number of categories within a product line. |
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Term
| Stock Keeping Units (SKUs) |
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Definition
| Individual items within each product category; the smallest unit available for inventory control. |
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Term
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Definition
| Number of stock keeping units (SKUs) within a category. |
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Term
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Definition
| Assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. |
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Term
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Definition
| Measure of how many consumers are familiar with the brand and its image; created through repeated exposures of brand elements in the firm's communications. |
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Term
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Definition
| Relationship between a product's or service's benefits and cost. |
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Term
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Definition
| Mental links between a brand and its key product attributes; can involve a logo, slogan, or famous personality. |
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Term
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Definition
| Set of human characteristics associated with a brand, with symbolic or self-expressive meanings for consumers. |
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Term
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Definition
| When consumers buy the same brand repeatedly over time rather than buying from multiple suppliers within the same category. |
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Term
| Manufacturer Brands (National Brands) |
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Definition
| Brands owned and managed by the manufacturer. |
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Term
| Private-Label Brands (Store Brands) |
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Definition
| Brands developed and marketed by a retailer and available only from that retailer. |
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Term
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Definition
| Product sold without a brand name, typically in commodities markets. |
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Term
| Corporate Brand (Family Brand) |
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Definition
| Use of a firm's corporate name to brand all its product lines and products. |
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Term
| Corporate and Product Line Brands |
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Definition
| Use of a product line name to brand rather than the corporate name. |
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Term
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Definition
| Use of individual brand names for each of a firm's products. |
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Term
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Definition
| The use of the same brand name for new products introduced to the same or new markets. |
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Term
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Definition
| When a brand extension adversely affects consumer perceptions about attributes of the core brand. |
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Term
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Definition
| Marketing two or more brands together in the same package or promotion. |
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Term
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Definition
| Contractual arrangement whereby one firm allows another to use its brand name, logo, symbols, or characters for a negotiated fee. |
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Term
| Brand Re-positioning (Re-branding) |
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Definition
| Strategy to change a brand's focus to target new markets or realign the core emphasis with changing market preferences. |
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Term
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Definition
| Packaging the consumer uses, such as toothpaste tube; typically seeks convenience in terms of storage, use, and consumption. |
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Term
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Definition
| Wrapper or exterior carton containing primary package; provides UPC label used by retail scanners; can contain product information unavailable on the primary package. |
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