1.
Brand: a name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors
2.
Brand extensions: use of an existing brand to promote a new or improved product
3.
Brand licensing: legal authorization for a company to use a trademarked brand (college named clothing)
4.
Brand Mark: Visually recognizable unique symbol, coloring, lettering or other design element
5.
Brand Name: word, group of words or letters that represent a product or service (Pepsi, Big Mac, Swiffer)
6.
Co-branding: Combining of one or more brands in a single product
7.
Label: an information tag, wrapper, seal or imprinted message that is attached to the product
8.
line extension: Adding a product item to an already successful product line
9.
Mixed branding: Combination of manufacturer, retailer or distributor for mutual benefit
10.
Package: physical container or wrapping for a product
11.
Product depth: the number of items offered within each product line
12.
Product item: specific model, brand, or size of a product within a product line
13.
Product line: group of closely related products manufactured or sold by a business
14.
Product mix: the different products that a company makes or sells
15.
product modification: Making a change to an existing product
16.
Product planning: decisions about what features should be used in selling a business's products, services, or ideas
17.
Product width: the number of different product lines a business manufactures or sells
18.
Trade Character: brand mark that has human form
19.
Trade Name: identifies and promotes a company or division of a particular corporation (Nike, Kellogg's, Disney)
20.
Trademark: when legal protection is provided by federal government for any of the above. The (C) or (*) symbol will appear.
