A compact summary of the main terms / concepts per chapter complemented by the main studies and their findings per chapter. Focused on key terms (not all terms!)
Begrippenlijst - Brand Management
Chapter 1
Trademark Consist of any sign able to being represented graphically (words, designs,
letters/number, …) capable of distinguishing the goods of one undertaker
and another. Can be protected legally.
Genericide Brand becomes too strong, lose the right to use the trademark because
consumers see the brand name as the product category.
Brand Other brand falsely claims affiliation with a brand to capitalize on the
misappropriation equity of the other (Adidas with 4 stripes)
Counterfeiting Manufacturing, selling, exporting, … goods identical to a registered
trademark. (Turkey replica football shirts)
Brand Imitation Using a confusingly similar brand name or other brand element. (JetEx and
FedEx)
Cross-industry brand …
misappropriation
False advertising False statements about being better than a competitor
CCB Customer-centerd brand definition are all the associations a consumer has
with something that can be managed professionally. Brands differentiate
product across competitors.
BriC Brand Relevance in Category: Overall role a brand plays in the decision
making of a consumer in a specific product category.
General decision weights = brand benefits itself (lower price)
Category-level = How important are benefits (WC-papier auto)
Prelaunch diagnostic
Convergent Validity Study is convergent with alternatives to measure the construct (BRIC)
Nomological The degree to which the construct is related to another one without being
directly related (BRIC and brand loyalty)
Chapter 2
Brand Equity Differential effect that knowledge about a brand has on customers
behaviors. Added value based on past marketing investments;
Brand awareness Ability to identify a brand, it has a node in the long-term memory
Likelihood to come up with the brand name
Brand Recall You can come up with the name yourself
Given a category
Given a need
Given a usage situation
Brand recognition Degree to which consumer confirm prior exposure to a brand element.
Brand Image Perceptions about the brand
Totality of the nodes and links about the brand
Associations in the mind of the consumer
Awareness set Part of the total set a consumer knew the brand existed and comes to his
mind (depends on individual)
Evoked set Good enough to be considered to purchase
Inept: too bad
Inert: neutral
Brand attribute Features that categorize the brand and are related to performance or
appearance. (design of an iPhone)
, Brand benefits Benefit a consumers associates with a brand’s usage
Functional: of practical kind (Android phone)
Experiential: what it feels like to use the brand (Deo)
Symbolic: social status and bonds (brand clothes)
Social : summer body
(non)-monetary 1. Non-monetary
brand equity Brand equity = awareness and image
2. Monetary
Brand value = future revenue stream
BCF Brand Capital Fund
Organization who invests in high-quality global companies with a
strong brand
Long-term investment
Chapter 3
Social Media Sudden occurrence of many, predominantly negative social media
Firestorm expression against a brand. ( Starbuck boycott because of Israeli support)
Brand Identity The set of associations a brand aspires to create or maintain. It represent
what the brand wants to stands for and implies a ‘promise’ to the
customers.
Brand image Is the actual position as perceived by customers.
Brand positioning Acts a firms does to get to the desired brand identity. Trying to occupy a
distinctive place in the mind of the customer.
Points-of-parity Associations not unique to the brand, but shared with other brands
Good enough at
Creates segment membership
Point-of-difference Associations unique to the brand (or excel in)
Gives reasons for choosing it over competitor
Unique selling point
Cognitive To which extend a consumer is willing to actively search and process
involvement information about the product/brand.
Low: toilet paper
High: vehicle / smartphone (mostly more expensive stuff)
Emotional Too which extend a consumer is interested in the brand’s personality
involvement High: product implies joy, pleasure, experience
Low: product is more practical
Brand elements All the trademarkable devices of a brand that serve to identify and
differentiate it. Aims to create awareness and creating an image.
Name
Logo
Slogan
Package,
Symbol, …
Perceived quality Customers perceptions of the overall quality of a product compared with
alternatives and with respect to its intended purpose.
Objective perceived
Aftermarketing Defection, negative word of mouth, repeated purchase, cross buying all
influence the brand after purchase of a product.
Becomes more and more important
Cross-selling Because of positive experience with a brand, you buy the same brand in
other product categories (iPhone community)
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