BUS 346 Chapter 10
store brands
also known as private-label brands
private-label brands
brands developed and marketed by a retailer and available only from that retailer; also called store brands
manufacturer brands
brands owned and managed by the manufacturer
brand awareness
measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communication to consumers
brand loyalty
occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category
brand association
the mental links that consumers make between a brand and its key product attributes; can involve a logo, slogan, or famous personality
brand equity
the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service
brand extension
the use of the same brand name for new products being introduced to the same or new markets