MKT 300 Study Guide - Midterm Guide: Compound Annual Growth Rate, Customer Retention, Conjoint Analysis
17 Oct 2016
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Share of requirements aka share of wallet. Higher profits, price premium, recall/brand recognition, good will insulates from bad experience, lower advertising costs, competitive advantage entry barriers. A theory that every brand falls into these 10 archetypes, personality characteristics. Joker (fun, playful), seductress (desirable, sexy), rebel (rebellious), hero (adventurous, brave), wise (trustworthy, wise), king (in control, assertive), mother (generous, caring), friend straightforward, friendly), maiden (innocent, kind), dreamer (idealistic, different, creative) Co-branding: when two or more brand names work together to develop a new product. Sponsorship: a sub-category of co-branding where an organization provides financial support for, and associates its brand with, a cause or some other entity. Re-branding: creating a new brand meaning for an existing company by altering the look and feel of the brand image and the brand story. Differentiation, margins, balance of power between retailers and manufacturers. Effective market share: a weighted calculation of the market share across segments.
