| Product mix | | Refers to the use of an established brand name for products in unrelated markets. |
| Product mix | | Refers to the set of beliefs that customers hold about a particular brand. |
| Brand | | A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services |
| Diversification | | Could, therefore, contain several or many product lines. |
| Brand | | A group of brands that are closely related in terms of their functions and the benefits they provide. |
| Market penetration | | A mean of differentiating a company’s products and services from those of its competitors. |
| Quality | | Can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. |
| Brand image | | It's created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer. |
| Portfolio planning | | It's about the place a brand occupies in a market in the minds of consumers. |
| PLC | | Are created and owned by businesses that operate in the distribution channel |
| Product | | Sell existing products into new markets |
| Manufacturer brand | | Develop new products for new markets |
| Owm label brands | | Occurs when a brand tries to change its market position to reflect a change in consumer’s tastes. |
| Product line | | The process of managing groups of brands and product lines |
| Market development | | Relates to the total set of brands marketed by a business |
| Brand equity | | Refers to the use of a successful brand name to launch a new or modified product in a new market. |
| Brand equity | | The stages through which individual products develop over time |
| Brand stretching | | Anything that is capable of satisfying customer needs |
| Repositioning | | It's a vital ingredient of a good brand. |
| Positioning | | Refers to the value of a brand. |
| Brand extension | | Also includes other “intangible” assets such as patents, trademarks and channel relationships. |
| Positioning | | Increase sales of an existing product in an existing market |
| Product group | | Another name for product line. |
