Branding all of a firm's products with the same name or part of the name.

A branding strategy in which each product is given a different name.

An organization uses one of its existing brands to brand a new product in a different product category.

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.

A name, term, design, symbol, or other feature that identifies one seller's product as distinct from those of other sellers.

The marketing and financial value associated with a brand's strength in a market.

A legal designation of exclusive use of a brand.

Using two or more brands on one product.

An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.

A customer's favorable attitude toward a specific brand.

A brand initiated by producers to ensure that producers are identified with their products at the point of purchase.

Using similar packaging for all of a firm's products or packaging that has one common design element.

Providing identifying, promotional, or other information on package labels.

The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.

The full legal name of an organization.

The part of a brand that is not made up of words, such as a symbol or design.

A brand indicating only the product category.

Private Distributor Brand

A brand initiated and owned by a reseller.

The degree of brand loyalty in which a customer prefers one brand over competitive offerings.

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.

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Marketing 14

Branding and Packaging

Question	Answer
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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