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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

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