The part of a brand that can be spoken, including letters, words, and numbers.
Brand
A name, term, design, symbol, or other feature that identifies one marketer's product as distinct from those of other marketers. Brand Name
The part of a brand that can be spoken, including letters, words, and numbers.
Brand Mark
The part of a brand that is not made up of words, such as a symbol or design.
Trademark
A legal designation of exclusive use of a brand.
Trade Name
The full legal name of an organization.
Brand Loyalty
A customer's favorable attitude toward a specific brand.
Brand Recognition
The degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable.
Brand Preference
The degree of brand loyalty in which a customer prefers one brand over competitive offerings. Brand Insistence
The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.
Brand Equity
The marketing and financial value associated with a brand's strength in a market.
Manufacturer Brand
A brand initiated by producers to ensure that producers are identified with their products at the point of purchase
Private Distributor Brand
A brand initiated and owned by a reseller.
Generic Brand
A brand indicating only the product category.
Individual Branding
A branding strategy in which each product is given a different name.
Family Branding
Branding all of a firm's products with the same name or part of the name.
Brand Extension
An organization uses one of its existing brands to brand a new product in a different product category. Co-branding
Using two or more brands on one product.
Brand Licensing
An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.
Family Packaging
Using similar packaging for all of a firm's products or packaging that has one common design element.
Labeling
Providing identifying, promotional, or other information on package labels.
Universal Product Code (UPC)
A series of electronically readable lines identifying a product and containing inventory and pricing
Chapter 13
Homesourcing a practice whereby customer contact jobs are outsourced into workers homes Intangibility the characteristic that a service is not physical and cannot be perceived by the senses
Inseparability the quality of being produced and consumed at the same time
Perishability the inability of unused service capacity to be stored for further use
Heterogeneity variation in quality
client based relationships interactions that result in satisfied customers who use a service repeatedly over time
Customer Contact the level of interaction between provider and customer needed to deliver the service
Service Quality
Customers perceptions of how well a service meets or exceeds their expectations
Search Quality tangible attributes that can be judged before the purchase of a product
Experience qualities attributes that can be assessed only during purchase and consumption of a service
Credence Qualities attributes that customers may be unable to evaluate even after the purchase and consumption of a service
Nonprofit Marketing marketing activities conducted to achieve some goal other than ordinary business goals suck as profit, market share, or ROI Target Public a collective of individuals who have an interest in or concern about an organization, product, or social cause
Client Publics direct consumers of a product of a nonprofit organization
General Publics indirect consumers of a product of a nonprofit organization
Opportunity Cost the value of the benefit given up by choosing one alternative over another
