Discover published sets by community

The value premium that a company realizes from a product with a recognizable name compared to its generic equivalent.

The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

A consumer's commitment to repurchase or otherwise continue using the brand.

A marketing strategy where a firm marketing a product with a well-developed image uses the same brand name in a different product category.

The collection of all elements that a company creates to portray the right image to its consumer.

The impression of a product held by real or potential consumers.

The process of estimating the total financial value of a brand.

The act of designing the company's offering and image to occupy a distinct place in the mind of the target market.

The ability of consumers to recognize a brand name previously exposed to them, without being given the name of the brand.

The ability of consumers to confirm prior exposure to a brand when given the brand as a cue.

The human characteristics attributed to a brand name.

The marketer's vision of what the brand must be and do for consumers.

The structure of brands within an organizational entity.

The process of changing the corporate image of an organization.

Products sold by a retailer with its own packing but manufactured by a third party.

A person who is hired by an organization or company to represent a brand in a positive light.

A marketing partnership between at least two different brands of goods or services.

The collection of all brands and brand lines that a particular company offers for sale to consumers in a particular category.

The means by which your brand is set apart from the competition, by associating a superior performing aspect of your brand with multiple customer benefits.

The various methods used to communicate a brand's identity, values, and promise to its target audience.

The leasing of a brand name to another company for an agreed period of time for an agreed fee.

The act of repositioning a brand in order to move it back into clear positive territory regarding sales and customer perceptions.

The sensations, emotions, and behavioral responses evoked by brand-related stimuli.

A framework created by Jean-Noel Kapferer that includes six facets to help define a brand's identity: physique, personality, culture, relationship, reflection, and self-image.

A type of consumer product that lacks a widely recognized name or logo because it typically isn't advertised.

The degree to which a brand is thought about or noticed when a customer is in a buying situation.

The impact that the manufacturing country of a given product can have on consumer's perceptions and attitude towards the product.

The act of overseeing and guiding the integrity of the brand.

The process of ensuring that all aspects of a company's operations support its brand essence and promise.

A means to structure the brand portfolio by organizing brands into a logical, hierarchal order.

Measurements used to gauge the performance of a brand.

The extent to which a company is devoted to a particular brand as shown by its ongoing investments in the brand.

A long-term plan for the development of a successful brand in order to achieve specific goals.

Using the power of an existing brand name to support a company's entry into a new, but related, product category.

The type of corporate social responsibility where a brand is vocal or takes a stand on social, environmental, economic, or political issues.

A specific kind of brand alliance where an ingredient or component of a product is branded and this brand is used to promote the overall product.

The rulebook that explains how a brand should be used and ensures the brand identity is consistent in all communications.

A person inside or outside of the company who is passionate about the brand and helps promote and defend it.

The practice of using the emotions of a target group to build a brand.

Any point of contact where a customer encounters the brand and interacts with it.

A brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing strategies.

The gradual loss of a brand's strength due to a decline in its reputation and market share.

The expansion of a brand beyond its original product categories, often to maximize revenue streams.

A thorough examination of a brand to assess its health, uncover its strengths and weaknesses, and recommend ways to strengthen or improve its equity.

The negative impact of a company's new product on the sales performance of its existing products.