ity of a brand to stretch within its category and into adjacent or distant categoriesBrand extensions that stretch within the same category (toothpaste) are prevalent. So too are brands that move into adjacent categories, like cleansers. Less common are brands that stretch across multiple categories, although Virgin has demonstrated that it can achieve success across a wide variety. # " justify">???? 44. Brand StrengthA detailed assessment to decide if the brand s forecast earnings will be realized. A discount rate is determined based on the risk premium for the brand. This results in the net present value of brand earnings. # "Justify">?? ?? , ?? ?? 45. Brand StrategyThe plan of execution conducted for a brand in order to increase the brand s market share and optimize brand functioning The big picture plans and tactics deployed by an organization/brand owner to create brand equity. # "Justify">?? ?? , ???? 46. Brand StoryThe personal history, story or legend behind the brand.Історія бренду ???? , ?? ?? 47. Brand ShareДоля, яку займає бренд на ринку. Доля бренду на ринку може бути виражена як у грошових одиницях, так і у відсотках. Частку ринку бренду слід досліджувати також у зв'язці з параметрами обізнаності бренда.Доля бренду на ринку ? ???? 48. Brand SelectionВибор бренду ?? ?? 49. Brand RevivalResurrection of a brand that is being harvested or which has been eliminated. # "Justify">??? ?? 50. Brand RepositioningDeveloping and operationalizing a new strategy to move a brand to a new market position by influencing new consumers to consider, prefer and ultimately purchase the brand offering, or by influencing existing consumers to assign greater value to the brand.Перепозіціонірованіе бренду ?????? 51. Brand RelevanceBrand relevance is the alignment of a brand, its brand attributes, brand identity and brand personality with the primary needs and wants of the target audience. # "Justify">???? ? 52. Brand ReinforcementУкрепленіе б...
