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Study
ESP405: Advertising
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When a product doesn't fit the company's brand
Off-brand
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The promotion of a particular product or company by means of advertising and distinctive design
Branding
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When people buy a brand again and again
Brand loyalty
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Value (monetary or not) that a brand adds to a product or service
Brand equity
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How much people are aware of the brand
Brand awareness
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When a company uses one of its established brand names on a new product or new product category. It's sometimes known as brand stretching.
Brand extension
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What a brand is called
Brand name
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Visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds
Brand image
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