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Chp 31

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Brand
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
Trademark
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