Marketing branding

Brand

a set of symbols, meanings, and perceptions representing a company or product

Brand Identity

how the company wants the brand to be perceived

Brand Experience

Interactions that shape how customers feel about the brand

Brand Equity

added value from brand associations leading to loyalty, preference, and premium pricing

Brand Value

financial worth of the brand as a business asset)

Customer Loyalty

repeat preference for the brand over competitors

Brand Positioning

defining the key associations and value the brand stands for

Manufacturer Brand (National Brand)

brand owned by the producer

Private Label (Store Brand)

brand owned by retailers

Licensing

allowing another company to use the brand for a fee

Co-branding

two brands partnering to create joint value

Line Extension

new versions or flavors under the same brand in the same category

Brand Extension

using an existing brand name to enter a new category

Multibrands

multiple brands within the same category to capture different segments

New Brands

creating a completely new brand for a new category or repositioning

Repositioning

changing brand associations to attract a new target while keeping equity

Cannibalization

new products eating into sales of the company’s existing products

Brand Dilution

weakening brand meaning through inconsistent extensions