Chapter 2

Question 0

Trade dress

Answer 0

The appearance and image of the product including its package, labeling, shape, color, sounds, design, lettering, and style.

Example: MGM lions roar, Kodiak’s gold colored film box

Question 1

Brand

Answer 1

Is a name, term, sign, symbol, design, or a combination of them intended to identify the goods or services of one seller or group of sellers to differentiate from those of competition

Question 2

Brand equity

Answer 2

The goodwill that and established brand has built up over its existence

Question 3

Revenue premium

Answer 3

The revenue differential between a branded items and the corresponding private labeled item.

Note: memorize equation

Question 4

Brand awareness

Answer 4

An issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.

Question 5

Brand image

Answer 5

Represents the associations that are activated in memory when people think about a particular brand

Question 6

Brand concept

Answer 6

Is the specific meaning that brand managers create and communicate to their target market

Question 7

Brand concept management

Answer 7

Represents the analysis, planning, implementation, and control of a brand concept throughout the life of the brand.

Question 8

Brand loyalty

Answer 8

A consumers commitment to continue using or advocating a brand, as demonstrated not only by repeat purchases, but also by other positive brand behaviors.

Example: word-of-mouth, advocacy, brand identification

Question 9

Co-branding

Answer 9

Where two brands enter into an alliance that serves to enhance both brands equity and profitability

Question 10

Ingredient branding

Answer 10

A type of alliance between branding partners

Question 11

Return on marketing investment (ROMI)

Answer 11

Return on investment