click below
click below
Normal Size Small Size show me how
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. |