Marketing and Advertising - Concepts

Percentage of people who complete a survey.

Main task or function

The value (either monetary or not) that a brand adds to a product or service.

A model of a product in development.

Items where the company’s name is seen in newspapers, magazines, and websites.

Related series of items sold by a company (e.g. education software titles offered by a publisher)

What people actually think about a brand.

When a component of a product becomes a brand in its own right (e.g. Intel in PCs).

When a product or service is associated with a brand.

Communication with the general public.

How much people are aware of a brand.

The department that deals directly with consumers.

When people like a brand and buy it again and again.

The group of people a company wants to sell to.

When an existing brand is used to support a new range of products.

Ways of promoting a brand.

What a company wants people to think about a brand.

Good understanding.

What a brand is called.

When a product doesn’t fit the company’s brand.

Information known about a customer.

A survey data which is not typical of a target group.