Chapter 2 IMC

brand equity

perception that a good or service with a given name is different, better, and can be trusted

cyber squatting

registering domain names in the hope of selling them later at a higher price

flanker brand

the development of a new brand sold in the same category as another product

Domain Squatting

Ransoming domain names

Brand logo

The symbol used to identify a brand, helping to convey the overall brand image

Brand Parity

What occurs when there is the perception that most goods and services are essentially the same

trust

a customer's belief in the efficacy and reliability of a brand

ingredient branding

a type of branding in which branded materials become "component parts" of other branded products

private brands/private labels/store brand

brands offered by wholesalers and retailers (Great Value-Wal-Mart Brand)

salient

customers 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

brand extension

extending an existing brand name to new product categories

stimulus codability

feelings attached to items that evoke consensually held meanings within a culture or subculture

family brand

marketing several different products under the same brand name

brand metrics

measures of returns on brand investments

brand infringement

occurs when a company creates a brand name that closely resembles a popular or successful brand

cooperative branding

the joint venture of two or more brands into a new product or service

complementary branding

two products/brands are advertised or marketed together to suggest usage

cobranding

when established brands from different companies join forces to market the same product