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AR Marketing Unit 6

Product Element of the Marketing Mix

QuestionAnswer
Brand a unique name, symbol, or design that identifies a product, service, or company
Brand licensing is the process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand
Brand mark the part of the brand that is the symbol or design
Brand name trade name; name given to a product or service
Branding product identity
Branding extension marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product; a spin-off
Co-branding when two companies form an alliance to work together, creating marketing synergy
Good any object or service that increases utility, directly or indirectly
Mixed branding a firm marketing products under it's own name and that of a reseller because the segment attracted by the reseller is different from its own market
National brands recognized across the country due to extensive advertising
Private brand product brands owned by a retailer or a wholesaler rather than the manufacturer; also called house brands
Product goods and services, both of which have monetary value and satisfy customer’s needs and wants
Product life cycle predicts the sales and performance of a given product through stages; introduction, growth, maturity, and decline
Service an activity that is intangible, exchanged directly from producer to consumer, and consumed at the time of production
Trade character visual identification of a particular brand, merchandise, or advertiser
Trademark the legal protection of the words or symbols for use by a company
Created by: grizzlybusiness
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