Brand Management

BRAND

Loyalty – the tendency to always buy a particular brand.

Image – the idea and beliefs that people have about a brand.

Stretching – using an existing name on another type of product.

Awareness – how familiar people are with a brand (or its logo and slogan).

Name – the title given to a product by the company that makes it.

PRODUCT

Launch – the introduction of a product to the market.

Lifecycle – the length of time people continue to buy a product.

Range – the set of products made by a company.

Placement – when products are used in films or tv programmes.

Endorsement – the use of a well-known person to advertise product.

MARKET

Leader – the best selling product or brand in a market.

Research – information about what consumer want or need.

Share – the percentage of sales a company has.

Challenger – the second best selling product or brand in a market

Segment – customers of a similar age, income level, or social group.

No one recognize our logo or slogan. We need to spend more on advertising to rise brand awareness.

Consumers who always buy Sonny when they need a new tv are showing loyalty.

A fashion designer who launches his or her own personal perfume is an example of brand stretching.

The image of Mercedez benz is such that its product are seen as safe, reliable, luxiruous, well-made, and expensive.