Chapter 31 Vocab
Terms in this set (22)
A brand is the name, design, symbol, or combination of these elements that identifies a business, product or service, and sets it apart from its competition.
A brand name, or product brand is a word or group of words, letters, or numbers that represent a product or service.
A trade name, or corporate brand, identifies and promotes a company or a divisionof a particular corparation.
A brand mark incorperates a unique symbol, coloring, lettering, or design element.
A trademark is a brand name, brand mark, trade mark, trade charecter, or a combination of these elements that is registered with the federal government and has legal protection.
National brands, also known as producer brands, are owned and initiated by national manufaturers or companies that provide a service.
Private Distributor Brands
Known as private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers.
Generic brands are products that do not carry a company identity.
Brand extension is a branding strategy that uses an exsisting brand name to promote a new or improved product in a company's product line.
Brand licensing is a legal authorization by a brand owner to allow another company to use its brand, brand mark, or trade charecter for free.
A mixed brandstrategy offers a combination of manufacturer, private distrabution, and generic brands to consumers.
A co-branding strategy combines combines one or more brands in the manufacture of a product or in the delivery of a service.
A package is the physical container or wrapping for a product.
Sometimes marketers package, or bundle, two or more different goods or services in one package. Thisis known as mixed bundling.
Price bundling occurs when two or more similar products are placed on sale for one package price.
Blisterpacks are packages with preformed plastic molds surrounding individual items arranged an a backing.
Aseptic packaging uses technology that keeps foods fresh without refrigeration for long periods.
Some companies are also using their packages to promote social and political causes. This is called cause packaging.
A label is an information tag wrapper, seal, or imprinted message that is attached to a productor its package.
The brand label gives the brand name, trademark, or logo.
A descriptive Label gives information about the product's use, construction, care, preformance,, and other features.
A grade label states the quality of the product.
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