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Ch31: Marketing
Chapter 31: Branding, Packaging, & Labeling
| Question | Answer |
|---|---|
| a name, term, design, symbol, combonation of these elements that identifies a product or service and distinguishes it from its competitors. | brand |
| also called a product brand, is a word, group of words, letters, or numbers that represent a product or service. | brand name |
| also called corporate brand, identifies and promotes a company or a division of a particular corporation. | trade name |
| a unique symbol, coloring, lettering, or other design element. | brand mark |
| specific type of brand mark, one with human form or characteristics. | trade character |
| word, symbol, name, device, or a combonation of these elements that is given legal protection by the federal government. | trademark |
| also called producer brands, are owned and initiated by national manufacturers or by companies that provide services. | national brands |
| also called private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers. | Private distributor brands |
| products that do not carry a company identity. | generic brands |
| is a branding strategy that uses an existing brand name to promote a new or improved product in a company's product line. | brand extension |
| a legal authorization by a trademarked brand owner to allow another company to use its brand, brand mark, or trade character for a fee. | branding licensing |
| a combonation of manufacturer, private distributer, and generic brands as a strategy to sell products. | mixed-brand |
| combines one or more brands in the manufactur of a product or in the delivery of a service. | co-branding |
| the physical container or wrapping for a product. | package |
| the practice of packaging different products and services together. | mixed bundling |
| when two or more similar products are places on sale for one package price. | price bundling |
| packages with preformed plastic molds surrounding individual items arranged on a backing. | blisterpacks |
| incorporates a technology that keeps food fresh without refridgeration for extended periods. | aseptic packaging |
| packaging that is used by companies to promote social and political causes. | cause packaging |
| an information tag, wrapper, seal, or imprinted message that is attached to a product or its package. | label |
| gives the brand name, trademark, or logo. | brand label |
| gives information about the product's use, construction, care, performance, and other features. | descriptive label |
| states the quality of the product. | grade label |
Created by:
kweenbee30
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