Blossary – Brand Management

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The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers.

Category: Business

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Created by: dnatalia

Number of Blossarys: 60

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Brand Parity

A measure of how similar, or different, different brands in the same category are perceived to be. Brand parity varies widely from one category to another. It is high for petrol, for example: about 80% of respondents (BBDO survey) see no real difference between brands. By contrast, brand parity for cars is low: only about 25% of respondents say that one make is much the same as another.

Domain: Advertising; Category: Marketing communications

ブランドパリティ

どのように類似のメジャーまたは同じカテゴリー別の異なるブランドの知覚をします。ブランドパリティは広く 1 つのカテゴリから別異なります。それは例えば、ガソリン高: (BBDO 調査）の回答者の約 80 ％はブランドの間の違いを見ない。対照的に、車のブランドのパリティが低い：回答者の約 25 ％だとする 1 つ別のと同じくらい。

Domain: Advertising; Category: Marketing communications