Brand Basics
A name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or a group of sellers and differentiate them from competitors.
What is a brand?
Extending a brand into new product categories.
What is brand extension?
The consumer's perception of the value added to a functional product or service by associating it with a brand name.
What is subjective brand equity?
The structure where the company relies solely on a corporate brand.
What is a monolithic brand structure?
The metaphor added to the vocabulary of brand management, focusing on brand as a relationship partner.
What is brand relation?
The structure that organizes a company's brand portfolio.
What is brand architecture?
Combining two or more brands in a joint product or brand.
What is co-branding?
The value of the brand as accounted for in financial statements.
What is financial brand equity?
When a brand is used to endorse other brands in the portfolio.
What is an endorsed brand structure?
The alignment between a brand's personality and the consumer's self-concept.
What is brand self-congruity?
A detailed internal description of how the brand has been marketed.
What is a brand inventory?
The assumption that consumers have limited mind space for commercial messages.
What is brand positioning?
The concept of managing the customer-based brand equity.
What is Customer-Based Brand Equity (CBBE)?
The identity of a brand that includes its essence or core.
What is brand essence?
The tendency of consumers to endow brands with human-like traits.
What is brand personality?
A social entity where consumers interact with each other and the brand.
What is a brand community?
A brand's move beyond its original core without losing its essence.
What is brand stretch?
The concept of managing the customer-based brand equity.
What is Customer-Based Brand Equity (CBBE)?
The external investigation of what the brand means to consumers.
What is a brand exploratory?
A situation where a brand declines in strength or relevance.
What is brand revitalization?
The fundamental goal for any brand manager, which defines the value of the brand.
What is brand equity?
The internalization of a desired brand image by employees.
What is employee branding?
The practice of creating and managing a brand's personality traits to attract a specific target audience.
What is strategic brand personality management?
A range of brands a company has in the market.
What is a brand portfolio?
Employees incorporating and living brand values to deliver the brand promise fully to consumers.
What is living the brand?