brand equity

Definition
A brand's power derived from the goodwill and namerecognition that it has earned over time, which translates into higher sales volume and higher profit margins againstcompeting brands.

brand association
Definition
Extent to which a particular brand calls to mind theattributes of a general product category. For example, asking for 'Pampers' when one wants disposable diapers.

brand awareness
Definition
Extent to which a brand is recognized by potentialcustomers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertisingin the early months or years of a product's introduction

brand personality
Definition
Human traits or characteristics associated with a specificbrand name. Common characteristics or traits represented include uniqueness, sincerity, intellectualism, competence, excitement and sophistication. The brand personalities gives consumers something with which they can relate, effectively increasing brand awareness and popularity

brand name
Definition
Word(s) that identify not only a product but also itsmanufacturer or producer, such as Apple, Coca Cola, IBM, Mercedes, Shell, Sony, Toyota.

brand loyalty
Definition
The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by thecompeting brands.

brand image
Definition

The impression in the consumers' mind of a brand's totalpersonality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See alsocorporate image.