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Marketing Chapter 14
| Term | Definition |
|---|---|
| brand | A name, term, design, symbol, or other feature that identifies one marketer's product as distinct from those of other marketers |
| brand name | The part of a brand that can be spoken, including letters, words, and numbers |
| brand mark | The part of a brand that is not made up of words, such as a symbol or design |
| trademark | a legal designation of exclusive use of a brand |
| trade name | the full legal name of an organization |
| brand loyalty | a customer's favorable attitude toward a specific brand |
| brand recognition | the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable |
| brand preference | the degree of brand loyalty in which a customer prefers one brand over competitive offerings |
| brand insistence | the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept non substitute |
| generic brand | a brand indicating only the product category |
| family branding | Branding all of a firm's products with the same name or part of the name |
| brand extension | an organization uses one of its existing brands to brand a new product in a different product category |
| co-branding | using two or more brands on one product |
| brand licensing | an agreement whereby a company permits another organization to use its brand on other products for a licensing fee |
| family packaging | using similar packaging for all of a firm's products or packaging that has one common design element |
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lilready44
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