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3.04 mkg
| Term | Definition |
|---|---|
| brand extension | the brand strategy of using successful to introduce new products |
| brand insistence | the stage of brand loyalty in which consumers insist upon buying a specific brand |
| brand mark | a distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be spoken |
| brand preference | the stage of brand loyalty in which consumers prefer to purchase a certain brand but will accept substitutes if the brand is not available |
| brand recognition | the stage of brand loyalty in which consumers are made aware of a brand's exsistence |
| branding | the ongoing decision-making process about the use of brands |
| differentiation | the act of distinguishing between or separating two or things |
| generic item | an unbranded product that is plainly packaged, has lower or standard quality, is sold at a lower price than a branded product, and receives little or no promotion |
| intermediaries | channel members operating between the producer and the consumer or individual user to help in the movement of goods and services |
| market share | an organizations portion of the total industry sales in a specific market |
| taboo | something that is forbidden or avoided due to cultural beliefs |
| trade character | a brand mark that has been personified and made to seem lifelike |
| trade name | the name that is used to identify a company or an organization |
Created by:
bmarshall64