Across
- 7. The ability of a company to keep its customers over a specified period.
- 8. A two-dimensional visual mapping tool used to compare brands based on attributes like price and quality.
- 9. The official release of a new product into the marketplace.
- 11. A semi-fictional representation of your ideal customer based on data and research.
- 13. A visual, high-level blueprint that communicates the strategic direction and timeline of a product.
- 15. A highly specialized, narrow market segment that focuses on a specific demographic or need.
- 17. The full umbrella of all products, lines, and brands offered by a single company.
- 18. A unique alphanumeric code used by retailers to identify and track inventory of a specific product (abbr.).
- 22. There are 5 of these consumers use to respond to any form of Brand Communication
- 24. Media and materials used to support the marketing and sales of a product (e.g., brochures, sell sheets).
- 25. A strategy used to turn around a declining brand and bring it back to relevance.
- 27. Dividing a broad consumer or business market into sub-groups based on shared characteristics.
- 29. A customer who is so passionate about a product that they actively promote it via word-of-mouth.
- 30. A pricing strategy where a brand charges more than competitors due to high perceived value or status.
- 31. A blank space or unserved market segment where a brand finds a new opportunity for innovation (2 words).
Down
- 1. The speed at which a product sells off the retail shelf once it is distributed.
- 2. The commercial value derived from consumer perception of the brand name, rather than the product itself.
- 3. The classic lifecycle stages: Innovators, Early _____, Early Majority, Late Majority, Laggards.
- 4. A basic good or service that is easily interchangeable with others of the same type, forcing competition solely on price.
- 5. An advantage over rivals gained by offering consumers greater value, either through lower prices or greater benefits.
- 6. The visible elements of a brand, such as color, design, and logo, that identify and distinguish it.
- 10. The percentage of customers who stop using a product during a specific timeframe.
- 12. The process of distinguishing a product or service from others to make it more attractive to a target market.
- 14. A marketer's vision of what the brand must be and do for consumers.
- 16. A deep, accurate understanding of human behavior that can be used to drive product strategy or creative campaigns.
- 17. How a brand assigns value and differentiates itself in the target consumer's mind.
- 19. The physical or functional characteristics of a product (e.g., color, speed, size).
- 20. The extent to which consumers are familiar with the qualities or image of a particular brand.
- 21. An architecture strategy where the corporate entity owns a portfolio of completely independent brands (e.g., P&G) (_____ of Brands).
- 23. Any point of interaction between a buyer and a seller (e.g., website, ad, customer service).
- 26. Deeply held commitment to rebuy or repatronize a preferred product consistently in the future.
- 28. A thorough evaluation of a brand's current position in the market compared to its competitors.