vocab
The ongoing decision-making process about the use of brands.
branding
This branding type occurs when the manufacturer takes full responsibility for branding the product.
manufacturer's brand
Brand marks made to seem like lifelike characters.
trade characters
brand recognition
(DOUBLE POINTS FOR SINGING IT)
"Cause baby you're a _______." (Katy Perry)
firework
brand identity
This branding type is owned by a retailer or intermediary rather than the manufacturer.
private brand
This cereal mascot who claims the product is "Grrrreat!" is an example of a trade character.
Tony the Tiger
The stage where consumers prefer a brand but will accept substitutes.
brand preference
(DOUBLE POINTS FOR SINGING IT)
"I got that sunshine in my _____ ." (Justin Timberlake)
The value or experience customers expect every time they interact with a company
brand promise
Using the same brand name for related products in a product line.
family brand
A distinctive symbol, design, or sound that represents a brand but cannot be spoken.
DAILY DOUBLE: Give an example of a brand mark.
brand mark
the stage where consumers refuse substitutes and only want one specific brand.
brand insistence
(DOUBLE POINTS FOR SINGING IT)
"Hello from the _____ ____." (Adele -- two words!)
other side
What customers believe a product represents rather than what the company says it represents.
perception
Using different brand names for products owned by the same company.
individual brand
The name that identifies the company itself
trade name
at which phase are brands considered to have a competitive advantage?
brand insistence
(DOUBLE POINTS FOR SINGING IT)
"This is gonna be the best ____ __ __ ____ ." (American Authors--4 words!)
day of my life
Customers' allegiance or commitment to buying a specific brand.
If Whirpool manufactures appliances for Sears to use in their Kenmore brand, determine the following:
Who is the supplier? The intermediary?
Supplier: Whirpool
Intermediary: Sears
The spoken part of a brand such a as a word, phrase, or letter, combination.
brand name
Brand loyalty reduces the amount of [this] needed to make future sales.
promotion/marketing
(DOUBLE POINTS FOR SINGING IT)
"I'm walking on _____ ." (Katrina and the Waves)
sunshine