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brand
A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products
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brand equity
The value of company and brand names
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brand loyalty
A consistent preference for one brand over all others.
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brand mark
The elements of a brand that cannot be spoken.
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brand name
That part of a brand that can be spoken, including letters, words, and numbers
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business product (industrial product)
A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other customers.
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cobranding
Placing two or ore brand names on a product or its package.
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consumer product
A product bought to satisfy an individual’s personal wants
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convenience product
A relatively inexpensive item that merits little shopping effort.
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express warranty
A written guarantee.
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family brand
Marketing several different products under the same brand name.
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generic product
A no-frills, no-brand-name, low-cost product that is simply identified by its product category
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generic product name
Identifies a product by class or type and cannot be trademarked
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global brand
A brand where at least 20 percent of the product is sold outside its home country or region.
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implied warranty
An unwritten guarantee that the good or service is fit for the purpose for which it was sold
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individual branding
Using different brand names for different products
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informational labeling
A type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.
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manufacturer’s brand
The brand name of a manufacturer.
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persuasive labeling
A type of package labeling that focuses on a promotional theme or logo and consumer information is secondary
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planned obsolescence
The practice of modifying products so those that have already been sold become obsolete before they actually need replacement
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private brand
A brand name owned by a wholesaler or a retailer
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product
Everything, both favorable and unfavorable, that a person receives in an exchange.
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product item
A specific version of a product that can be designated as a distinct offering among an organization’s products.
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product line
A group of closely related product items.
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product line depth
The number of product items in a product line.
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product line extension
Adding additional products to an existing product line in order to compete more broadly in the industry.
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product mix
All products that an organization sells.
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product mix width
The number of product lines an organization offers.
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product modification
Changing one or more of a product’s characteristics.
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service mark
A trademark for a service.
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shopping product
A product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores.
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specialty product
A particular item that consumers search extensively for and are very reluctant to accept substitutes.
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trademark
The exclusive right to use a brand or part of a brand.
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universal product codes (UPCs)
A series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products.
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unsought product
A product unknown to the potential buyer or a known product that the buyer does not actively seek.
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warranty
A confirmation of the quality or performance of a good or service.
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