市场营销学（第3版）杜鲁弗·格雷瓦尔-Chap010.pptVIP

Brand loyalty occurs when a consumer buys the same brand’s product or service repeatedly over time rather than buy from multiple suppliers within the same category. Brand repositioning or rebranding refers to a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences. Co-branding is the practice of marketing two or more brands together, on the same package or promotion. Perceived value of a brand is the relationship between a product or service’s benefits and its cost. Product assortment or product mix is the complete set of all products offered by a firm. Product lines are groups of associated items, such as items that consumers use together or think of as part of a group of similar products. Product mix or product assortment is the complete set of all products offered by a firm. Brand licensing is a contractual agreement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee. Glossary 10-* Brand loyalty occurs when a consumer buys the same brand’s product or service repeatedly over time rather than buy from multiple suppliers within the same category. Glossary 10-* Brand repositioning or rebranding refers to a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences. Glossary 10-* Co-branding is the practice of marketing two or more brands together, on the same package or promotion. Glossary 10-* Perceived value of a brand is the relationship between a product or service’s benefits and its cost. Glossary 10-* Product assortment or product mix is the complete set of all products offered by a firm. Glossary 10-* Product lines are groups of associated items, such as items that consumers use together or think of as part of a group of similar products. Glossary 10-* Product mix or product assortment is the complet