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Name, term, design, symbol, or combination if these elements that identifies a product or service and distinguishes it from its competitors

Brand name

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

Band mark

Many brands incorporate a unique symbol, color, lettering, or other design elements

Trade character

Specific type of brand mark, one with human form or characteristics


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 national vide services

Private distributor brands

Developed and owned by wholesalers and retailers

Generic brands

Products that do not carry a company identity

Brand extension

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 receive a fee, such as a royalty, in return for the authorization

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