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

a new product launched using an established brand name

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

the set of human characteristics associated with a brand

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

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

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

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

legal protection for an identifying word, phrase or image

a distinct brand name given to a product which is under a larger, often more broad, institutional brand

the practice of authorizing a third party to use a brand’s name and/or identifiers for a specified use

a new variation of an existing product using an established brand name

the process by which people differentiate themselves and communicate their unique value in order to market themselves to others