#1
An organization’s portion of the total industry sales in a specific market
Market share
The stage of brand loyalty in which consumers become aware of a brand and know a bit about it
Brand recognition
Customers’ allegiance to a particular brand
Brand loyalty
Channel members operating between the producer and the consumer or industrial user to help in the movement of goods and services
Intermediaries
A category of brands in which one brand is used for a group of related products in a product line
Family brand
The brand strategy of using successful brands to introduce new products
Brand extension
The act of distinguishing between or separating two or more things
Differentiation
A brand strategy that involves businesses joining forces for mutual benefit and to increase brand recognition, customer loyalty, and sales for the brands involved
Co-branding
The part of a brand which can be spoken, such as a word, a phrase, a letter, a number, or any combination of these
Brand name
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 preference
A category of brands in which different brands are used for products owned by one company
Individual brand
The ongoing decision-making process about the use of brands
Branding
A distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be spoken
Brand mark
The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee
Brand licensing
A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors’ brands
Brand positioning
A brand mark that has been personified and made to seem lifelike
Trade character
The stage of brand loyalty in which consumers insist upon buying a specific brand
Brand insistence
Brands owned by intermediaries
Private brand
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
Generic item
The actions a business takes with a brand in order to accomplish its goals
Brand strategies
A brand that is owned by a business
Trademark
The name that is used to identify a company or an organization
Trade name
A group of related product items
Product line
Brand for which the manufacturer assumes all the responsibility of branding
Manufacturer’s brand
A name, term, symbol, design, or combination of these elements that identifies a product and distinguishes it from competitors’ products
Product brand