brand brand insistence brand preference brand recognition generic products manufacturer s brand private brand captive brand family brand individual brand
brand equity brand manager category management brand mark brand name trade dress trademark label brand extension brand licensing
Universal Product Code (UPC) market development strategy market penetration strategy product development product positioning adoption process cannibalization consumer innovators product diversification strategy diffusion process
product manager venture team concept testing product liability
Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from the competition s. (p. 296) Consumer refusals of alternatives, resulting in an extensive search for desired merchandise. (p. 297) Consumer reliance on previous experiences with a product to choose that product again. (p. 297) Consumer awareness and identification of a brand. (p. 297) Products characterized by plain labels, no advertising, and the absence of brand names. (p. 297) Brand name owned by a manufacturer or other producer. (p. 298) Brand offered by a wholesaler or retailer. (p. 298) National brands that are sold exclusively by a retail chain. (p. 299) Single brand name that identifies several related products. (p. 299) Single brand that uniquely identifies a product itself. (p. 299)
Added value that a respected, well-known brand name gives to a product in the marketplace. (p. 300) Marketer within an organization who is responsible for a single brand. (p. 301) Product management system in which a category manager with profit and loss responsibility oversees a product line. (p. 301) Symbol or pictorial design that distinguishes a product. (p. 303) Part of a brand consisting of words, numbers, or letters that form a name that identifies and distinguishes a firm s offerings from those of its competitors. (p. 303) Visual components that contribute to the overall look of a brand. (p. 304) Brand for which the owner claims exclusive legal protection. (p. 304) Branding component that carries an item s brand name or symbol, the name and address of the manufacturer or distributor, information about the product, and recommended uses. (p. 306) Strategy of attaching a popular brand name to a new product in an unrelated product category. (p. 307) Firm s authorization of other companies to use its brand names. (p. 307)
Numerical bar code system used to record product and price information. (p. 307) Strategy that concentrates on finding new markets for existing products. (p. 308) Strategy that seeks to increase sales of existing products in existing markets. (p. 308) Introduction of new products into identifiable or established markets. (p. 308) Consumers perceptions of a product s attributes, uses, quality, and advantages and disadvantages relative to competing brands. (p. 308) Stages that consumers go through in learning about a new product, trying it, and deciding whether to purchase it again. (p. 309) Loss of sales of an existing product due to competition from a new product in the same line. (p. 309) People who purchase new products almost as soon as the products reach the market. (p. 309) Developing entirely new products for new markets. (p. 309) Process by which new goods or services are accepted in the marketplace. (p. 310)
Marketer within an organization who is responsible for an individual product or product line; also called a brand manager. (p. 312) Associates from different areas of an organization who work together in developing new products. (p. 312) Method for subjecting a product idea to additional study before actual development by involving consumers through focus groups, surveys, in-store polling, and the like. (p. 314) Responsibility of manufacturers and marketers for injuries and damages caused by their products. (p. 315)