Branding, Brand Equity, and Pull Strategy (Lecture Notes)

Vocabulary flashcards covering branding concepts, brand equity, PR/advertising, and pull strategy based on the notes.

Brand communication

Messaging and channels used to build brand awareness, interest, positive attitudes, and customer relationships.

Brand awareness

The extent to which consumers recognize or recall a brand.

Brand interest

Consumer curiosity or engagement with a brand.

Positive brand attitudes

Favorable evaluations of a brand that influence behavior.

Brand relationship

Ongoing connection and loyalty between consumers and a brand.

Brand identity

The distinctive image and associations that identify a brand across promotions.

Brand equity

The financial value of a brand based on intangible assets like goodwill, image, and differentiation.

Intangible asset

Non-physical asset that adds value to a brand (e.g., goodwill).

Goodwill

An intangible asset representing a brand’s favorable reputation and customer relationships.

Brand image

The overall impression of the brand in consumers’ minds.

Differentiation

Attributes that set a brand apart from competitors.

Public Relations (PR)

The function that manages communications and relationships to build and maintain a brand.

Advertising

Paid promotional messaging that supports branding and brand equity.

Branding

The process of creating and managing a brand through PR and advertising.

Pull strategy

A marketing approach where consumer demand pulls the product through the distribution channel to retailers.

Resellers

Intermediaries in the distribution channel that stock and sell products to end customers.

Consistent brand messaging

Maintaining the same brand message across all promotions to build recognition and identity.