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Branding Concepts

Brand:

A name, sign, symbol or design, or some combination of these, used to identify a product and to differentiate it from competitors' products.

Brand Advertising:

The featuring of a particular brand in media vehicles in order to build strong, long-term consumer attitudes towards it.

Brand Authorization:

The obtaining of distribution and display, usually of a consumer packaged good,through a retail outlet.

Brand Competitors:

Competing brands of products which can satisfy a consumer's wants almost equallyas well as each other.

Brand Concept:

The image that the brand sponsors wants a particular brand to have; the desired positioning of the brand in the market and in the minds of consumers.

Brand Conviction:

The strong attitude or attachment consumers have towards a particular brand.

Brand Development Index:

A ratio of brand consumption intensity to population intensity by country, state, city,region, etc.

Brand Equity:

A term used in reference to the value of a well-known brand; brand equity cangreatly affect the buyout price of a company.

Brand Establishment:

The building-up of a brand in the introductory stage of the product's life cycle; brandestablishment involves developing an effective distribution network for the product andconvincing consumers to buy it. See Introductory Stage of the Product Life Cycle.

Brand Extension:

The use of a well-known brand names to launch a new product, of an unrelatedcategory, into the market; also called Franchise Extension.

Brand Familiarity/Awareness:

The awareness consumers have of a particular brand.1

Brand Family/Family Brand:

A brand name used for a number of products in the same line, such as Revloncosmetics or Heinz canned foods; also referred to as a Blanket Brand.

Brand Franchise:

The loyalty that attaches to a well-managed brand.

Brand Harvesting:

Decreasing marketing expenditure on a brand to zero, or to a minimal level, whensales and profits begin to decline, relying on its purchase by loyal customers to sustain it; brand harvesting (which often precedes total elimination of the brand) is usuallyundertaken to free up cash with which to pursue new market opportunities.

Brand Identification Decisions:

Decisions relating to the type of brand to give to a product; four brand identityalternatives are available - single brand name ("Pal" dog food), product-line brand name(Sears' Kenmore home appliance range), corporate brand name ("Kellogg's Sustain") andcorporate family name ("Heinz Baked Beans").

Brand Image:

The feelings, moods, emotions and connotations evoked by a brand.

Brand Insistence:

The stage of brand loyalty where the buyer will accept no alternative and will searchextensively for the required brand.

Brand Label:

A label which gives the brand name of the product.

Brand Leveraging:

Broadening a company's product range by introducing additional forms or types of products under a brand name which is already successful in another category. Also calledProduct Leveraging, Brand Extension and Franchise Extension.

Brand Licensing:

The leasing of the use of a brand to another company.

Brand Life Cycle:

A concept, building on the product life cycle concept, which states that brands alsohave a life cycle - introduction, growth, maturity, decline - and that particular brandmanagement strategies are appropriate at each stage.

Brand Loyalists:

Consumers who remain loyal to a brand over a long period of time.2

Brand Loyalty:

A measure of the degree to which a buyer recognizes, prefers and insists upon a particular brand; brand loyalty results from continued satisfaction with a productconsidered important and gives rise to repeat purchases of products with little thought butwith high-involvement.

Brand Manager:

An individual given responsibility for planning and co-coordinating the firm'smarketing activities related to a single brand.

Brand Mark:

The part of a brand which can be seen but not spoken; the logo, symbol or designthat forms part of the brand.

Brand Monopoly:

A circumstance in which a particular brand dominates a market.

Brand Name:

The part of a brand which can be spoken. It may include words, letters or numbers.

Brand Personality;

The feeling that people have about a brand as distinct from what the product canactually do.

Brand Positioning map/ Brand Power:

The force a particular brand has to dominate its category through the magnitude of itsrecognition.