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test 3 international mkt
call me a geeth
6
Marketing
Undergraduate 3
04/17/2010
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Term
Brand Image 
 Definition

Sum of impressions about the brand

brands preform 2 fuctions

1. promise made by particular comp about a particular product

2. enable customers to better organize their shopping experience by helping them seek out and find a particular product
Term
Brand equity
 Definition
the added value that accrues to a product as a result of investments in the mkting of the brand and customer over time
Term
Co-branding
 Definition

features 2 or more company or product brands 

ex- Coke and NutraSweet 

edy's and thin mints
Term
Maslow's Hierarchy of needs
 Definition
a staple of sociology and psychology, provides a framework for extending local products and brands abroad 
Term
Country of origin as brand element
 Definition

perceptions about attitudes toward particular countries often extend to products and brands known to originate in those countries

ex- beer for germany, tequila for mexico
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