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Chapter 14

TermDefinition
Generic brand A brand indicating only the product category
Individual branding A branding strategy in which each product is given a different name
Family branding Branding all of a firm's products with the same name or part of the name
Brand extension An organization uses one of its existing brands to brand a new product in a different product category
Co-branding Using tow 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
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
Universal product code (UPC) A series of electronically readable lines identifying a product and containing inventory and pricing information
Created by: 1791763817
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