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6 Cards in this Set

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brand

A name, symbol, icon, design or a combination of these, that identifies the maker or marketer of a product.

brand equity

the dollar amount attributed to the value of the brand, based on all the intangible qualities that create that value.

1. national brand




2. private brand



1. A brand created and owned by the manufacturer of the product




2. Brand name applied by the marketer to products manufactured for them under contract

licensing

the buying and selling of the rights to use a brand name, logo, character, icon or image

multibranding

a brand development strategy in which the same manufacturer produces many different brands in the same product category

touchpoints

advertising, marketing communications, personal experience with the brand, word of mouth, social media, company and brand websites, store displays, and anything else that brings a consumer into contact with a brand