3. BRAND – AN INTRODUCTION What is a Brand? A name, term, sign, symbol, design, or a combination of all used to uniquely identify a producer’s goods and services and differentiate them from competitors
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5. Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.
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9. Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name Ex. Xerox is the company “photocopy” is the generic name
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11. Brand monopoly In economic terms the "brand" is a device to create a monopoly—or at least some form of "imperfect competition"—so that the brand owner can obtain some of the benefits which accrue to a monopoly, particularly those related to decreased price competition
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13. Brand orientation The degree to which the organization values brands and its practices are oriented towards building brand capabilities
16. Brand Awareness The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product
17. Degree to which a particular brand is associated with the general product category in the mind of the consumer Brand Association
18. BRANDING is the organization's representation of what it stands for, often based on cumulative impressions and positive reinforcement. Like a cattle brand, a business brand can be identified readily and is used for increased awareness of the business. ...
19. Types of Branding Corporate Branding Employer Branding Cause Branding Co-Branding Spirit Branding Community Branding Culture Branding
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