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Chapter 35
| Term | Definition |
|---|---|
| Brand | A name, design, or symbol that helps identify a certain product or company |
| Brand Name | The words, letters, or numbers of a brand that can be spoken |
| Brand Mark | A distinctive symbol, design, or distinctive coloring that is a part of the brand |
| Trade Name | Identifies the compnany or division of a certain corporation |
| Trade Character | A personfied brand mark is a character used to promote advertising while most are given human characteristics |
| Trademark | A brand name, brand mark, trade character, or a combination of all of them and is given legal protection to a corporation |
| National Brand | A company that is owned by a corporation and is distributed nationally |
| Private Brand | A company that manufactures a certain good but only sells it to a specific retail owner |
| Generic Products | Products that do not carry a name and are generally cheaper in dollar stores due to them being less advertised |
| Brand Extension | A branding strategy that uses an existing brand name for an improved or new product in the product line |
| Brand Licensing | The legal authorization by a trademarked brand owner to allow another company to use its brand |
| Co-branding Strategy | A branding strategy that uses one or more brands to promote a product |
| Mixed-brand Strategy | A combination of national, private, and generic brands to sell products. |
Created by:
mshuart26