MKTG 3832 Study Guide - Midterm Guide: Brand Equity, Store Brand, Greenwashing
Document Summary
Product items- a specific version of a product that can be designated as a distinct offering among an organizations product. Product lines- a group of closely related product items, (product depth line is the number of product items in a product line) Product mixes-all products that an organization sells (product mix width is the number of product lines an organization offers. Adjustments to product items, lines and mixes (product modification: quality, functional, style, repositioning, product line extensions, product line contractions) Brand name- the part of the brand that can be spoken including letters, words, and numbers. Brand mark- the elements of a brand that cannot be spoken. Benefits of branding: product identification, new-product sales repeat sales brand equity- the value of company and brand names, brand loyalty. Manufacturer"s brands- the brand name of a manufacturer. Private brands- a brand name owned by a wholesaler or a realtor also known as a private label or store brand.
