Category: Business
Created by: dnatalia
Number of Blossarys: 60
The structure of brands within an organizational entity. It is the way in which the brands within a company's portfolio are related to, and differentiated from, one another. The architecture should ...
Extent to which a particular brand calls to mind the attributes of a general product category. For example, asking for 'Pampers' when one wants disposable diapers.
The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings ...
A phrase that communicates the fundamental nature of a trade name associated with one or more products made by the same company. A business marketing team will often spend considerable time ...
A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and ...
Basically is the impression that the customers have about the brand (or the products or the company). Brand image can be built through advertising, maintaining the products' quality, maintaing ...
Licensing means give other people to use the company brand, but that person has to pay certain amount (leasing fee or royalty) in exchange for the brand image. For example: McDonald, KFC, ...
By: dnatalia