Marketing Ch 9

intellectual property

A collection of non-physical assets owned by an individual or company that are the result of innovation and are legally protected from being copied or used by unauthorized parties. Ex. Patents and trademarks.

A(n) ____ is a system in which products and services flow from business to consumers while payment flows from consumers to businesses.

Channel

Brand pg. 117

Is a promise to deliver specific benefits associated with products or services to consumers. My brand promise is to deliver good grades for good class work and higher grades for excellent work. (publix- where shopping is a pleasure)

Which of the following was is among the top ten in business week's annual rating of the best global brands for 2009?

Microsoft. Toyota. IBM. Coca-cola.

Private label vs national labels

National: consumer groups, heinz, Private: store brands, publix cheese,

4 P's of Marketing

Price, Product, Place, Promotion

Brand Architecture

The naming and organizing of brands within a broader portfolio. Apple: iPhone, iPad, iPod...

Of the types of brand loyalty, which one leads to a higher relative price?

attitudinal

The middle level of brand positioning is _____.

benefits

_____ consists of characteristics that make a brand unique.

brand personality

How do we manage our brands?

constant and consistent communication of a brands desired positioning

Brand equity reflects the value ____ attach to the promise of the brand.

consumers

Brand ____ is the power of a brand, through creation of a distinct image, to influncer customer behavior.

equity

Private label brands have almost completely replaced _____.

generic products

In the competition between ____ and ____ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, and what prices will be charged.

manufacturer; private label

Businesses selling to other businesses tend to discuss ____ when presenting their product and services than business-to- consumer brands do.

more rational elements

category managers

person responsible for managing a product line that may contain one or more brands.

brand managers

person responsible for managing the marketing activities associated with a brand.

Building Strong Brands

provide identity, project the right message, saves time

Cannibalization

the loss of sales of an existing brand when a new item in a product line or product family is introduced

brand management

the overall coordination of a brand's equities to create long-term brand growth through overseeing marketing mix strategies.

Brand equity pg. 117

the power of a brand, through creation of a distinct image, to influence customer behavior. - walmart shirt $20 but same shirt but Ralph lauren $150

brand strategy

the process where the offer is positioned in the consumer's mind to produce a perception of advantage