Marketing Final   Perceptions about a brand as reflected by brand associations that consumers hold in there memories Represents the total value that accrues to a product as a result of the companies cumulative investments in the marketing of the brand one that has achieved success in a single national market are offered in several markets in a particular region Meets the wants and needs of a Global market has the same name and in some instances a similar image and positioning throughout the world

1. Brand Image

Perceptions about a brand as reflected by brand associations that consumers hold in there memories

2. Brand equity

Represents the total value that accrues to a product as a result of the companies cumulative investments in the marketing of the brand

3. Local Product or Local Brand

one that has achieved success in a single national market

4. International Products

are offered in several markets in a particular region

5. Global Product

Meets the wants and needs of a Global market

6. Global Brand

has the same name and in some instances a similar image and positioning throughout the world.

7. tiered branding

a strategy in which a corporate name is combined with a product brand name; also called combination or umbrella branding

8. Co-Branding

The practice of using the established brand names of two different companies on the same product

9. Global Brand Leadership

requires an overall global brand strategy that coordinates the brand strategies used in the individual countries, and a commitment to allocate sufficient resources to brand building

10. Maslow's needs Hierarchy

Provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders; physiological, safety, social, external/internal esteem, self-actualization (lowest to highest).