Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
19 Cards in this Set
- Front
- Back
image
|
consumer perceptions or user feelings toward a company along with its goods and services.
|
|
corporate logo
|
The symbol used to identify a company and its brands, helping to convey the overall corporate image.
|
|
stimulus codability
|
Items that evoke meaning within a culture or subculture
|
|
brands
|
Names assigned to a good or service or group of products
|
|
salient
|
when consumers use a brand and think it is good value and use it regularly and recommend it to others.
|
|
family brand
|
When a company offers a series or group of products under one brand name.
|
|
brand equity
|
a set of brand assets that add to the value assigned to a product
|
|
brand metrics
|
measures of returns on brand investments.
|
|
brand extension
|
The use of an established brand name on goods or services not related to the core brand.
|
|
flanker brand
|
a new brand by a company in a good or service which currently has a brand offering.
|
|
co-branding
|
Offering two or more brands in a single marketing effort.
|
|
ingredient branding
|
when one brand is placed within another brand
|
|
cooperative branding
|
co branding when two firms create two or more brands into a new good or service
|
|
complementary branding
|
co branding / marketing of two brands which encourage people to co purchase
|
|
private brands
|
marketed by an organization and normally distributed within the organization's outlets.
|
|
positioning
|
creating a perception in the consumers mind about the company and products relative to the competion. its created by the quality of products, prices charged, methods of distribution, image, and other factors.
|
|
majority fallacy
|
mistaken belief that its a good idea to try and sell your product to as many people as possible
|
|
Target Marketing
|
Selecting a group and trying to appeal to them.
|
|
Market Segmentation
|
Divide the market into groups
|