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| Brand that identifies several related products |
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| Stages that consumers go through in learning about a new product, trying it, and deciding whether to purchase it again |
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| Strategy of attaching a popular brand name to a new product in an unrelated product category |
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| A brand for which the owner claims exclusive legal protection |
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Definition
| Item characterized by a plain label, little or no advertising, and no brand name |
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| Added value that a certain brand name gives to a product |
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Definition
| People who purchase new products almost as soon as the products reach the market |
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Definition
| Name, term, sign, symbol, design, or some combination of these used to identify the products of a firm |
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| Stage of brand acceptance at which the customer refuses all alternatives and will search extensively for the desired good or service |
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Definition
| Part of a brand consisting of words or letters that form a name that identifies and distinguishes a firm’s offerings from those of its competitors |
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| Product management system in which a category manager who is responsible for profits and losses oversees a product line |
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| The stage of brand acceptance at which the customer is aware of a brand and can identify it |
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Definition
| Brand name owned by a manufacturer or other producer |
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Definition
| Consumer reliance on previous experiences with a product to choose that product again |
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