Branding Basics (icevonline)

a business, product or service which is identifiable through names, symbols, phrases and/or qualities

• Brand Identifier

• Brand Extension

• Brand Equity

• Brand

the value of a brand based on consumer knowledge of, perception of, and loyalty to the brand; strong brand equity allows for loyal customers, higher prices and growth opportunities

• Brand

• Brand Extension

• Brand Equity

• Brand Identifier

a new product launched using an established brand name

• Brand Equity

• Brand

• Brand Extension

• Brand Identifier

any word, phrase, symbol or image which identifies a brand

• Brand Equity

• Brand

• Brand Extension

• Brand Identifier

the set of human characteristics associated with a brand

• Branding Process

• Co-branding

• Branding

• Brand Personality

the practice of two or more brands forming an alliance and producing a product which includes both brand names

• Branding Process

• Co-branding

• Branding

• Brand Personality

the process through which a business differentiates itself from its competitors and manages consumer perceptions concerning its identity and value

• Branding Process

• Co-branding

• Branding

• Brand Personality

the process through which a company makes decisions regarding its brand; consists of these five steps: review company, determine unique perspective, create branding plan, consistently implement, monitor brand

• Branding Process

• Co-branding

• Branding

• Brand Personality

a marketing model consisting of four phases which marketers use to lead potential customers to a purchase

• Trademark

• Sub-brand

• Licensing

• AIDA

legal protection for an identifying word, phrase or image

• Trademark

• Sub-brand

• Licensing

• AIDA