The process by which a company differentiates itself and its products in the market place.
A popular perception usually created through mass media.
An image or statement which reflects the character of a company or a company product.
The promise of performance, quality, features, or service support made by a company through its advertising.
How a consumer perceives a product or company through branding.
Perception consumers have of a company created by its logo, design, and visual image.
Mental image consumers have of a company or product due to the company’s branding and advertising efforts.
A benefit a consumer thinks they are getting when buying a product.