Small, rectangular boxes containing text and perhaps an image that firms pay to place on relevant websites

A descriptive thought that a person holds about something

A name, term, sign, symbol, or design, or a combination of these, intended to identify the offering of one seller or seller group and differentiate it from competing offers

All brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on, that become linked to the brand node

A consumer-focused series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity

Combining two or more well-known brands into a joint product or marketing them together in some fashion

A specialized community of consumers and employees whose identification and activities focus around the brand

Any information-bearing experience that a customer or prospect has with the brand, its product category, or its market

When consumers no longer associate a brand with a specific product or highly similar set of products and start thinking less of the brand

Trademarkable devices that identify and differentiate the brand.

The added value a brand endows on products and services

Using an established brand to launch a new product

All the thoughts, feelings, images, experiences, and beliefs associated with the brand

All the products (including line and category extensions) sold under a particular brand

The set of all brand lines that a particular seller offers

The specific mix of human traits attributed to a particular brand

The  set of all brands and brand lines a particular firm offers in a particular category or market segment

The marketer’s vision of what the brand must be and do for consumers

Estimating the brand's total financial value

Specific brand lines supplied to specific retailers or distribution

Endowing products and services with the power of a brand

The number and nature of both common and distinctive brand elements applied to the firm’s offerings

Existing companies that have added an online site for information or e-commerce

All the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others