COMMERCE 2MA3 Chapter Notes - Chapter 10: Universal Product Code, Brand Equity, Kitchenaid
17 Apr 2014
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Types of brands: and the absence of brand names manufacturer or other producer. Brand recognition: consumer awareness and identification of a. 1. with a product to choose that product again. Brand insistence: consumer refusal of alternatives and extensive. Generic products: products characterized by plain labels, no advertising, Manufacturers" brand (national brand): brand name owned by a. Private brand (private label): brand offered by a wholesaler or retailer. Captive brand: national brands that are sold exclusively by a retail chain. Family brand: single brand name that identifies several related products. Individual brand: single brand that uniquely identifies a product itself. Chapter 10: developing and managing brand and product. A firm builds brand equity sequentially on four dimensions of brand personality: Relevance, refers to the real and perceived appropriateness of the. Differentiation, refers to a brand"s ability to stand apart from competitors brand to a big consumer segment. 1. perceptions about the growing or declining popularity of a brand.
