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19 Cards in this Set
- Front
- Back
Image
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Overall consumer perceptions or end user feelings towards a company along with its products, and services.
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Corporate Logo
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The symbol used to identify a company and its brands, helping to convey the overall image.
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Stimulus Codability
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Items that easly evoke consensually held meanings within a culuture or subculture.
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Brands
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Names generally assigned to a product, service, or group of complimentary products.
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Salient
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When consumers are aware of the brand, have it in their consideration sets, regard the productand brand as a good value, buy it or use it on a regular basis, and reccommend.
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Family Brand
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When a company offers a series or group of products under one brand name.
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Brand Equity
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A set of brand assets that add to the value assigned to a certain product.
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Market Penetration
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The number of households within an area that purchased a product as a percentage of total households that bought in that product's category.
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Brand Metrics
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Measures of returns on all the brand investments.
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Brand Extension
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The use of an established brand name on products not related to the brand.
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Flanker Brand
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The development of a new brand by a company in a product or service category where it currently has brand offerings.
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Co-branding
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Offering two or more brands in a marketing effort.
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Ingredient Branding
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Form of co-branding in which the name ofone brand is placed with another brand.
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Cooperative Branding
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Form of co-branding in which two firms create a joint venture of two or more brands into new products or new services.
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Complementary Branding
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Form of co-branding in which the marketing of two brands together encourages co-consumption or co-purchases.
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Private Brands
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Or private labels, proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlets.
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Recession
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A phase in whichthe GNP declines for two consequtive quarters.
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Positioning
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The Process of creating a percetion in the consumer's mind about the nature of a company and its products relative to the competion, determined by the quality, prices, methods of distribution, image, and other similar factors.
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Evoked Set
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Consists of the set of brands a consumer considers during the information search and evaluation process.
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