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| “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” |
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| awareness, reputation, prominence |
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| is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. |
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| a product so basic that it cannot be physically differentiated in the minds of consumers (coffee, soap, etc) |
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| store brand (private label) |
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| Increasing the familiarity of the brand through repeated exposure |
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| Forging strong associations with the appropriate product category or other relevant purchase or consumption cues |
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| Likelihood that the brand will be a member of consumer choice group. |
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| descriptive features that characterize a product or service |
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| personal value and meaning that consumers attach to the product or service attributes |
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| Category identification, Needs satisfied |
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| product category structure |
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| how product categories are organized in memory (product class info at the highest level, product category info 2nd highest, product type info next, brand info at lowest level) |
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| describes how well the product or service meets customers’ more functional needs |
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| User profiles (Demographic), Purchase and usage Situations, Personality and Values, History, heritage, and experiences (Nostalgia) |
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| Brand quality, Brand consideration, Brand superiority, Brand credibility |
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| Expertise, Trustworthiness, Likability |
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| Warmth, Fun, Excitement, Security,Social Approval, Self-respect |
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| Behavioral loyalty, Attitudinal attachment, Sense of community, Active engagement |
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| Frequency and amount of repeat purchase |
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[I DONT KNOW] E-mail me and Ill add it jrdavis8 (at) ncsu (dot) edu |
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| when a firm uses an establishes brand name to enter a new market |
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| uses a current brand name to enter a new market segment in the existing product class (ex: new varieties, flavors, sizes) |
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| the marketer uses the current brand name to enter a different product class (ex: Swiss Army – began as knives, now has watches, sunglasses, writing instruments, etc). |
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| the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds |
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| the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product. |
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| divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior |
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| deepening the meaning of the brand to tap into core brand associations or other more abstract considerations |
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| abstract associations (attributes and benefits) that characterize the 5 to 10 most important aspects or dimensions of a brand |
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| accurately portrays in detail all salient brand associations and responses for a particular target market |
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| Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand |
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| consumer-focused assessment, A comprehensive examination of a brand involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity |
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| comprehensive, systematic, independent, and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance |
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| trademarkable devices that serve to identify and differentiate the brand (names, URLs, logos, symbols, characters, jingles, etc) |
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| marketing of sensory experiences in corporate or brand output that contributes to the organization’s or brand’s identity (product design, communications research, spatial design) |
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| the contribution of all brand elements to awareness and image |
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| involves proper trademark planning, implementation and control |
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| a developing area of state law that can severely curtail even those brand strategies that do not confuse consumers |
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| a weakening or reduction in the ability of a mark to clearly and unmistakably distinguish the source |
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| the use of an existing mark by a different company in a different category alters the unique and distinctive significance of that mark |
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| when a different company employs the mark in order to degrade its quality, such as in the context of a parody or satire |
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| occurs when an unaffiliated party purchases an Internet domain name consisting of the mark or name of a company for the purpose of relinquishing the right to the domain name to the legitimate owner for a price. |
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