BUS 202 Lecture Notes - Lecture 8: Brand Equity, Cognitive Dissonance

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 202
• Professor: dontremember

Document Summary

A name, term, symbol, design, or combination thereof that identifies a seller"s produ(cid:272)ts a(cid:374)d differe(cid:374)tiates the(cid:373) fro(cid:373) (cid:272)o(cid:373)petitors" produ(cid:272)ts. p. (cid:1006)(cid:1009)(cid:1007) brand equity. The value of company and brand names. p. 253 brand extension. The practice of introducing new varieties, flavours, formats, or products under a brand name that is already well established in the market. p. 95 brand loyalty a consistent preference for one brand over all others. p. 253 brand mark. The elements of a brand that cannot be spoken. p. 253 brand name. That part of a brand that can be spoken, including letters, words, and numbers. p. 253 business product (industrial product) A product used to manufacture other goods or services, to facilitate an orga(cid:374)izatio(cid:374)"s operatio(cid:374)s, or to resell to other (cid:272)usto(cid:373)ers. p. (cid:1006)(cid:1008)(cid:1010) cobranding. Placing two or more brand names on a product or its package. p. 256 consumer product convenience product express warranty. A produ(cid:272)t (cid:271)ought to satisfy a(cid:374) i(cid:374)di(cid:448)idual"s perso(cid:374)al (cid:449)a(cid:374)ts. p. (cid:1006)(cid:1008)(cid:1010)