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A counterfeit consumer good is a good —often of inferior quality—made or sold under another's brand name without the brand owner's authorization. The term counterfeit, fraudulent, and suspect items (CFSI) is also used to describe such goods. [2] Pirated goods are reproductions of copyrighted products used without permission, such as music ...
Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person. Brand management builds brand credibility and credible brands only, can build brand loyalty, bounce back from circumstantial ...
Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand 's image in all business units, communication channels and media. This refers to marketing and branding as a unified whole.
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize ...
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. [1] Often, this involves radical changes to a brand's logo ...
Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer 's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot ...
Self-brand. Throughout the long history of consumer research, there has been much interest regarding how consumers choose which brand to buy and why they continue to purchase these brands. Self-branding describes the process in which consumers match their own self-concept with the images of a certain brand. People engaged in consumption do not ...
Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. It comprises one aspect of brand management. Brand engagement impacts brand attachment and positively influence on customer purchase intentions. [1] Brands can form these attachments through different strategies that will promote their ...