10 terms

marketing ch10 vocabulary part 1

a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products
brand equity
the value of company and brand names
brand loyalty
a consistent preference for one brand over all others
brand mark
the elements of a brand that cannot be spoken
brand name
that part of a brand that can be spoken, including letters, words, and numbers
business product (industrial product)
a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers
placing two or more brand names on a product or its package
consumer product
a product bought to satisfy an individual's personal wants
convenience product
a relatively inexpensive item that merits little shopping effort
family brand
marketing several different products under the same brand name