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Marketing 14

Branding and Packaging

QuestionAnswer
Family Branding Branding all of a firm's products with the same name or part of the name.
Individual Branding A branding strategy in which each product is given a different name.
Brand Extension An organization uses one of its existing brands to brand a new product in a different product category.
Brand Name The part of a brand that can be spoken, including letters, words, and numbers.
Universal Product Code (UPC) A series of electronically readable lines identifying a product and containing inventory and pricing information.
Brand A name, term, design, symbol, or other feature that identifies one seller's product as distinct from those of other sellers.
Brand Equity The marketing and financial value associated with a brand's strength in a market.
Trademark A legal designation of exclusive use of a brand.
Co-branding Using two or more brands on one product.
Brand Licensing An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.
Brand Loyalty A customer's favorable attitude toward a specific brand.
Manufacturer Brand A brand initiated by producers to ensure that producers are identified with their products at the point of purchase.
Family Packaging Using similar packaging for all of a firm's products or packaging that has one common design element.
Labeling Providing identifying, promotional, or other information on package labels.
Brand Insistence The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.
Trade Name The full legal name of an organization.
Brand Mark The part of a brand that is not made up of words, such as a symbol or design.
Generic Brands A brand indicating only the product category.
Private Distributor Brand A brand initiated and owned by a reseller.
Brand Preference The degree of brand loyalty in which a customer prefers one brand over competitive offerings.
Brand Recognition The degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable.
Created by: ElTioBabalu
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