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1 brand
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2 brand awareness
Mktgthe level of brand recognition that consumers have of a particular brand and its specific product category. Brand awareness examines three levels of recognition: whether the brand name is the first to come to mind when a consumer is questioned about a particular product category; whether the brand name is one of several that come to mind when a consumer is questioned about a particular product category; and whether or not a consumer has heard of a particular brand name. -
3 product management
Mktga system for the coordination of all the stages through which a product passes during its life cycle. Product management involves control of a product from its innovation and development to its decline. The process is coordinated by a product manager who focuses on the marketing of the product but may also be responsible for pricing, packaging, branding, research and development, production, distribution, sales targets, and product performance appraisal. This cross-departmental approach is based on the theory that a dedicated product management system will lead to tighter control over the product, and thus higher sales and profits. A brand manager fulfills a similar function to a product manager, concentrating on products within one brand. -
4 brand image
Mktgthe perception that consumers have of a brand. Brand image is usually carefully developed by the brand owner through marketing campaigns or product positioning. Occasionally, the image of a brand may develop spontaneously through customer responses to a product. The image of a brand can be seriously tarnished through inappropriate advertising or association with somebody or something that has fallen from public favor. -
5 brand loyalty
Mktga long-term customer preference for a particular product or service. Brand loyalty can be produced by factors such as customer satisfaction with the performance or price of a specific product or service, or through identifying with a brand image. It can be encouraged by advertising. -
6 brand life cycle
Mktgthe three phases through which brands pass as they are introduced, grow, and then decline. The three stages of the brand life cycle are: the introductory period, during which the brand is developed and is introduced to the market; the growth period, when the brand faces competition from other products of a similar nature; and, finally, the maturity period in which the brand either extends to other products or its image is constantly updated. Without careful brand management, the maturity period can lead to decline and result in the brand being withdrawn. Similar stages can be observed in the product life cycle. -
7 brand management
Mktgthe marketing of one or more proprietary products. Brand managers (see product management) have responsibility for the promotion and marketing of one or more commercial brands. This includes setting targets, advertising, and retailing, and coordinating all related activities to achieve those targets. In the case of multiple brand management, consideration needs be given to questions relating to the treatment of the brands as equal or as having some differentiating value. This may affect the amount of resources committed to each brand. -
8 product recall
Opsthe removal from sale of products that may constitute a risk to consumers because of contamination, sabotage, or faults in the production process. A product recall usually originates from the product manufacturer but retailers may act autonomously, especially if they believe their outlets are at particular risk. -
9 brand
Mktgthe distinguishing proprietary name, symbol, or trademark that differentiates a particular product, or service, from others of a similar nature -
10 product leader
Mktg -
11 product positioning
Mktg -
12 brand product
Англо-русский словарь промышленной и научной лексики > brand product
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13 global brand
Mktgthe brand name of a product that has worldwide recognition. A global brand has the advantage of economies of scale in terms of production, recognition, and packaging. While the product or brand itself remains the same, the marketing must take into account the local market conditions and the resulting marketing campaign must be tailored accordingly. Care must also be taken to ensure that there is nothing offensive in terms of the name or packaging in the various cultures and languages. A problem with global branding is that if problems are experienced in one country, there could be worldwide repercussions for the brand. -
14 corporate brand
Gen Mgtthe coherent outward expression projected by an organization. A corporate brand is a product of an organization’s corporate strategy, mission, image, and activities. Corporate brands distinguish organizations from their competitors, orient the organization in the minds of customers and employees, and create a perception of what an organization stands for. There is much debate about the precise nature of corporate brands, and about their depth. Corporate branding has been seen as a superficial quick fix to restore a company’s tarnished image or revitalize an ailing company. It requires board level coordination, however, and rather than being arbitrarily imposed on an organization, it is actually a product of the sum of its activities. Changing a corporate brand, or rebranding a company, can only be accomplished by changing strategy and activity within the company. -
15 the extent to which the new product is consistent with the brand image.
General subject: brand fitУниверсальный русско-английский словарь > the extent to which the new product is consistent with the brand image.
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16 global product
Mktg -
17 solution brand
Gen Mgta combination of products and related services, for example, a computer system with presales consulting, installation, and maintenance, that meets a customer’s needs more effectively than a product alone -
18 frand
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19 mrand
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20 jefe de producto
• brand manager• product manager
См. также в других словарях:
Brand extension — or brand stretching is a marketing strategy in which a firm marketing a product with a well developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity… … Wikipedia
brand name — ˈbrand name noun [countable] the name given to a product by a company so that the product can easily be recognized by its name or design: • The company s brand names include Izond, Lacoste, and Evan Picone. • Swatch is a well known brand name… … Financial and business terms
Brand alliances — is a branding strategy used in a business alliance. Brand alliances are divided into three types: Contents 1 Cobrands 2 Brand licenses 3 Cross Marketing 4 References … Wikipedia
brand association — ˈbrand associˌation noun [uncountable] the way in which people think of a particular brand of product when they think of a particular activity because they are closely connected with each other: • Nike has started to build the same brand… … Financial and business terms
brand image — brand images N COUNT The brand image of a particular brand of product is the image or impression that people have of it, usually created by advertising. [BUSINESS] Few products have brand images anywhere near as strong as Levi s … English dictionary
brand leader — noun The brand of product with the largest share of the market • • • Main Entry: ↑brand … Useful english dictionary
brand name — brand ,name noun count * the name that a company chooses for its particular BRAND of product: TRADE NAME ─ compare TRADEMARK 1 … Usage of the words and phrases in modern English
brand name — noun a name given to a product or service • Syn: ↑trade name, ↑brand, ↑marque • Members of this Usage Domain: ↑Sectral (for: ↑trade name), ↑Xanax ( … Useful english dictionary
brand loyalty — Support by consumers for a particular brand or product. Brand loyalty is usually the result of continued satisfaction with a product or its price and is reinforced by effective and heavy advertising. Strong brand loyalty, which is often… … Big dictionary of business and management
Brand X — /eks/ 1. (in advertising) a competing brand or product not referred to by name but implied to be of inferior quality. 2. an unknown or little known brand name or a product bearing it. 3. any item that one chooses not to refer to by name, esp.… … Useful english dictionary
brand linkage — noun the degree to which the consumer understands a commercial’s message is for a specific brand of product rather than the product category. , If viewers remember a funny commercial was for tissues instead of the brand Puffs, then the ad has… … Wiktionary
