BU352 Chapter Notes - Chapter 9: Brand Licensing, Brand Loyalty, Brand Equity
Document Summary
Bu352 ch9 product, branding, and packaging decision: key terms. Associated services: the nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. Brands: the names, terms, designs, symbols, or any other features that identify one seller"s good or service as distinct from those of other sellers. Brand associations: the mental links that consumers make between a brand and its key product attributes; can involve a logo, slogan, or famous personality. Brand dilution: occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold. Brand equity: the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. Brand extension: the use of the same brand name for new products being introduced to the same or new markets.
