Psychological and performance associations with a

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psychological, and performance associations with a brand. These associations become a primary purchase driver, particularly with brand loyal users. Brand Assets Other assets brands possess such as trademarks and patents that represent a significant competitive advantage. Stand-alone Brands Brands created to be separate from a company brand that can insulate the company if there is a problem with the brand. Family Branding The creating of brands that have synergy between them in terms of the overall company brand. Category Extensions When a firm uses its brand to expand into new product categories. National Brands Products created, manufactured, and marketed by a company and sold to retailers around the country and the world. Store Brands Brands created by retailers for sale only in their store locations. Licensing When a firm offers other manufacturers the right to use its brand in exchange for a set fee or percentage of assets. Co-branding The joining of two or more well-known brands in a common product or taking two brands and marketing them in partnership.
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General Warranty Broad promises about product performance and customer satisfaction. Specific Warranty Explicit product performance promises related to components of the product.
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  • Spring '14
  • JamesE.Zemanek
  • Brand, national brands, unique elements of a brand

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