Brand Basics
What is a collection of images and ideas associated with the products of one producer.
brand image
what is the descriptive features that characterize a product called
Brand Attributes
What is the ease with which a consumer recalls a brand.
Brand Salience
What is a word or group of letters/numbers that distinguishes the goods of one producer from those of all others.
Brand Name
What is promoting a brand to create a connection with emotions such as fun, excitement, well-being, success.
Brand Association
What is the most widely recognized product in a category.
Brand Leadership
What is a name, logo, symbol, music, tagline, smell, or feel associated with the products of one producer.
Brand Elements
what is a short phrase that captures the essence of the brand called
Brand Mantra
What is having the consumer purchase the product again and again instead of competitive products called
Brand Loyalty
What is the consumer's ability to retrieve the brand from memory when given the product category.
Brand Recall
What is the history or background of the brand or the company called
Brand Story
What is the marginal lifetime value of a product generated by virtue of its brand called
Brand Equity
what is fact that a consumer knows about a specific product, directly through personal use, or indirectly through the influence of advertising.
Brand Awareness
what is the personal value that consumers attach to the product attributes.
Brand Benefits
What is the ability to influence decision making solely because of the brand
Brand Power