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    This document defines and explains key terms related to brands and branding, including brand association, brand awareness, brand equity, brand image, and brand loyalty. It also discusses strategies for brand stretching, types of brands like high-end and economy brands, maintaining brand consistency, and using brands to appeal to emotions and project an image.

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    This document defines and explains key terms related to brands and branding, including brand association, brand awareness, brand equity, brand image, and brand loyalty. It also discusses strategies for brand stretching, types of brands like high-end and economy brands, maintaining brand consistency, and using brands to appeal to emotions and project an image.

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    45 views1 page

    Marketing For BC U 6 Glossary

    Uploaded by

    yenes rafael
    This document defines and explains key terms related to brands and branding, including brand association, brand awareness, brand equity, brand image, and brand loyalty. It also discusses strategies for brand stretching, types of brands like high-end and economy brands, maintaining brand consistency, and using brands to appeal to emotions and project an image.

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    MARKETING for BUSINESS COMMUNICATION

    GLOSSARY

    UNIT 6 Brands and Branding


    6.1. Products vs Brands

    1. brand association
    2. brand awareness
    3. brand equity
    4. brand image
    5. brand leader
    6. brand loyalty
    7. brand manager
    8. brand stretching
    9. high-end, top-of-the-range, exclusive, luxury, up-market, upscale brand
    10. low-end, down-market, bottom-of-the-range brand
    11. economy, value-for-money brand
    12. classic, traditional brand
    13. top, best-selling, leading brand
    14. corporate = family brand'
    15. stand-alone = individual brand
    16. shelf space
    17. brand-switchers
    18. profitability
    19. opportunities
    20. to cover market segments
    21. line-stretching = lengthening a product line
    22. to dilute a company's image
    23. line-filling
    24. nich
    25. to utilize excess production capacity
    26. to showcase product features
    27. to market aspirations
    28. consistency
    29. to pay a premium
    30. to maintain a lead
    31. a barrier to entry
    32. to be bombarded with choices
    33. to be responsive to
    34. to change beyond recognition
    35. to appeal to emotions
    36. to stand for
    37. to be a stamp of product quality
    38. to project an image of social responsibility

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