23 terms

Branding, packaging, and labeling (31)

a name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it from its competitors
brand name
a word, group of words, letters, or numbers that represent a product or service
trade name
identifies and promotes a company or a division of a particular corporation
brand mark
a unique symbol, coloring, lettering, or other design elements
trade character
a specific style of brand mark, one with human form or characteristics
a word, name, symbol, device, or a combination of these elements that is given legal protection by the federal government
national brands
owned and initiated by national manufacturers or by companies that provide services
private distributor brands
also called private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers
generic brands
products that do not carry a company identity
brand extension
- a branding strategy that uses an existing brand name to promote a new or improved product in a company's product line
brand licensing
a legal licensing agreement for which the licensing company receives a fee, such as a royalty, in return for the authorization
mixed branding
a strategy that offers a combination of manufacture, private distributor, and generic brands
a strategy that combines or more brands in the manufacture of a product or in the delivery of a service
the physical container or wrapping for a product
mixed bundling
packaging different products and services together
price bundling
two or more similar products are placed on sale for one package price
packages with preformed plastic molds surrounding individual items arranged on a backing
aseptic packaging
a technology that keeps foods fresh without refrigeration for extended periods
cause packaging
using their packing to promote social and political cause
an informative tag, wrapper, seal, or imprinted message that is attached to a product or its package
brand label
gives the brand name, trademark, or logo
descriptive label
gives information about the product's use, construction, care, performance, and other features
grade label
states the quality of the product