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Chapter 35
| Term | Definition |
|---|---|
| Brand | a name, design, or symbol that identifies the products of a company or group of companies |
| Brand Name | the word, group of words, letters, or numbers of a brand that can be spoken |
| Brand Mark | the part of the brand that is a symbol, design, or distinctive coloring or lettering |
| Trade name | identifies the company or a division of a particular corporation |
| Trade character | A personified brand mark (that is, one given human form or characteristics) |
| trademark | a brand name, name brand, trade character or a combination of these that is given legal protection |
| national brand | a brand owned and initiated by a manufacture |
| private brand | a brand owned and initiated by wholesalers and retailers |
| generic products | "no frills" products that carry on brand name |
| brand extension | A branding strategy that uses an existing brand name for an improved or new products in the product line |
| brand licensing | The legal authorization by trade-marked brand owner to allow another company to use its brand, brand mark, or trade character for a fee |
| co-branding strategy | A branding strategy that combines one or more brands to increase customer loyalty an sales for each individual brand |
| mixed-brand strategy | The simultaneous offering of a combination of national, private, and generic brands |
| package | The physical container or wrapping for a product |
| label | An information tag, wrapper, seal, or imprinted message that is attached to a product or its package |
Created by:
olongboat18
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