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| A name, a term, a symbol, or any other unique element of a product that identifies one firm’s product(s) and sets it apart from the competition. |
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| The financial value of a brand to an organization. |
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| A new product sold with the same brand name as a strong existing brand. Can be a product line extension or product mix extension. |
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| An individual who is responsible for developing and implementing the marketing plan for a single Brand. This person makes sure the marketing communications and 4p's are consistent across product offerings, so that the product synergistically fit together. |
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| The loss of sales of an existing brand when a new item in a product line or product family is introduced. |
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| An agreement between two brands to work together in marketing a new product. (Ex: Eddie Bauer & Ford). |
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| The final stage in a product life cycle, during which sales decrease as customer needs change. The product may be pulled or sold-off to a specialty vendor. |
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| A brand that a group of individual products or individual brands share. |
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| A strategy in which products are not branded and are sold at the lowest possible price (no brand). |
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| The second stage in the product life cycle, during which the product is accepted and sales rapidly increase. |
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| A form of co-branding in which branded materials are used as ingredients or component parts of other branded products (Ex: Intel Inside a Dell, M&M's Blizzard's at Dairy Queen). |
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| The first stage in the product life cycle = the introduction of a new product in the market place. |
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| An agreement in which one firm sells another firm the right to use a brand name for a specific purpose and for a specific period of time. (Ex: licensed toys) |
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| An individual who is responsible for developing and implementing the marketing plans for products sold to a particular customer group (as in typical in business-to-business where customers are large OR where the customers form a target market ex: adrenaline hungry college students). |
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| The third and longest stage in the product life cycle, during which sales peak and profit margins narrow as competition gets stiffer. |
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| National or manufacturer brands |
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| Brands that are owned by the manufacturer of the product. This is the normal case, ex: ford, Ben & Jerry's, etc. |
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| The covering or container for a product that provides product protection, facilitates product use and storage, and supplies important marketing communication (such as usages, benefits, instructions for usage, etc.) |
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| Brands that are owned and sold by a certain retailer of distributor (ex: Safeway's Select or Costco's Kirkland) |
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| Product category managers |
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| individuals who are responsible for developing and implementing the marketing plan for all the brands and products within one product line (Ex: all Tide detergent for P&G) |
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| A concept that explains how products go through four distinct stages from birth to death: introduction, growth, maturity, and decline. (Not all products die though, they are continually reinvented). |
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| A firm’s total product offering designed to satisfy a single need or desire of target customers (ex: all excedrine). |
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| the total set of all products a firm offers for sale. The mix can be long or short. |
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| The legal term for a brand name, brand mark, or trade character; trademarks legally registered by a government obtain protection for exclusive use in that country. |
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| groups of people within an organization who work together focus exclusively on the development of a new product. |
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