MKTG 380 Chapter Notes - Chapter 9: Six Sigma, Total Quality Management, Sustainable Packaging
Document Summary
9: product ii: product strategy, branding, and product management (textbook) Brand dilution: a reduction in the value of a brand typically driven by the introduction of a brand extension that possesses attributes that adversely contrast with the current attributes consumers associate with the brand. Brand equity: the value of a brand to an organization. Brand extensions: a new product sold with the same brand name as a strong existing brand. Brand manager: an individual who is responsible for developing and implementing the marketing plan for a single brand. Brand meaning: the beliefs and associations that a consumer has about the brand. Brand storytelling: compelling stories told by marketers about brands to engage consumers. Brand: a name, a term, a s(cid:455)(cid:373)(cid:271)ol, o(cid:396) a(cid:374)(cid:455) othe(cid:396) u(cid:374)i(cid:395)ue ele(cid:373)e(cid:374)t of a p(cid:396)odu(cid:272)t that ide(cid:374)tifies o(cid:374)e fi(cid:396)(cid:373)"s product(s) and sets it apart from the competition.
