MKT320 Chapter 2
iconoclastic names
represent something different, unique and memorable-nabisco, camulet, monster.com
overt names
reveal what a company does-american airlines, kraft foods, bmw motorcycles
adaptation
the brand or actual product may be different in each country
flanker brand
the development of a new brand by a company in a good or service category in which it currently has a brand offering
private brands
(also known as private labels and store brand) proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlets
brand infringement
occurs when a company creates a brand name that closely resembles a popular or successful brand, such as korrs beer
trust
a customer's belief in the efficacy and reliability of a brand
ingredient branding
a form of cobranding in which one brand is placed within another brand
complementary branding
a form of cobranding in which the marketing of two brands together encourages consumption or co-purchases
cooperative branding
a form of cobranding in which two firms create a joint venture of two or more brands into a new good or service
salient
a situation in which consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others
family brand
a strategy in which a company offers a series or group of products under one brand name
customer value
attempts to assess the value of a brand based on one input form customers. no financial calculations are made, they are based on familiarity, quality, purchase consideration, customer satisfaction, and willingness to seek out the brand.
cyber or domain squatting
buying domain names that are valuable to specific people or business, in hopes of making a profit by reselling the name.
conceptual names
capture the essence of what a company offers-krispy kreme, google, twitter
revenue premium
compares branded product to the same product to the same product without a brand name. to calculate, the revenue generated by a a particular brand will be compared to a private label brand. the difference is the revenue premium, or value of that brand, and would equate to the accrued brand equity
implied names
contain recognizable words or word parts that convey what a company does-FedEx, IBM
financial postings
estimates the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value
stimulus codability
feelings attached to items that evoke consensually held meanings within a culture or subculture
brand metrics
measures of return on brand investments
stock market approach
the financial value of the company is determined through stock valuation. then, an estimate of the portion of the value allocated to brand equity, not physical assets, can be made
cobranding/alliance branding
the marketing or alliance of two or more brands in a single marketing effort
brand equity
the perception that a good or service with a given brand name is different, better and can be trusted
Brand logo
the symbol used to identify a brand, helping to convey the overall brand image
brand extension
the use of an established brand name on goods or services not related to the core brand
brand alliance
two companies use brand strength to develop and comarket a new product featuring both names,such as old spice and head&shoulders.
standardization
using the same brand name and product sold in all countries
brand parity
view of consumers that few tangible distinctions exist between competing brands in mature markets
wild postings
youtube and facebook ads in urban locations