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