Managerial Marketing Key Terms Chapter 11
the physical attributes of a product including the brand name, features/design, quality level, and
packaging - ANS-actual product
(also called augmented product) The non-physical attributes of the product including product
warranties, financing, product support, and after-sale service. - ANS-associated services
(also called associated services) The non-physical attributes of the product including product
warranties, financing, product support, and after-sale service. - ANS-augmented product
the mental links that consumers make between a brand and its key product attributes; can
involve a logo, slogan, or famous personality - ANS-brand association
Measures how many consumers in a market are familiar with the brand and what it stands for;
created through repeated exposures of the various brand elements (brand name, logo, symbol,
character, packaging, or slogan) in the firm's communications to consumers. - ANS-brand
awareness
occurs when a brand extension adversely affects consumer perceptions about the attributes the
core brand is believed to hold - ANS-brand dilution
the set of assets and liabilities linked to a brand that add to or subtract from the value provided
by the product or service - ANS-brand equity
the use of the same brand name for new products being introduced to the same or new markets
- ANS-brand extension
a contractual arrangement between firms, whereby one firm allows another to use its brand
name, logo, symbols, or characters in exchange for a negotiated fee - ANS-brand licensing
occurs when a consumer buys the same brand's product or service repeatedly over time rather
than buying from multiple suppliers within the same category - ANS-brand loyalty
a strategy in which marketers change a brand's focus to target new markets or realign the
brand's core emphasis with changing market preferences - ANS-brand repositioning
(rebranding)
the number of product lines offered by a firm; also known as variety. - ANS-breadth
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