Ch. 31 Quizlet
Terms in this set (18)
A name, term, design, symbol, or combination of these elements that identifies a business, product, or service, and sets it apart from its competitors.
A word, group of words, letters, or numbers that represents a product or service.
Corporate brand; identifies and promotes a company or division of a particular corporation.
Incorporates a unique symbol, coloring, lettering, or design element that is easily visible.
A specific type of brand mark, one with human form or characteristics.
A word, name, symbol, sound, brand name, brand mark, trade name, trade character, color, or a combination of these elements that identifies a good or service and cannot be used by anyone but the owner because it is registered with the federal government and has legal protection.
Also known as producer brand, this is owned and initiated by a national manufacturer or by a company that provides services.
private distributor brand
Known as private brand, store brand, dealer brand, or private label, this is developed and owned by wholesalers and retailers.
A product that does not carry a company identity.
A branding strategy that uses an existing brand name to promote a new or improved product in a company's product line.
A legal authorization by a brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee.
A strategy that offers a combination of manufacturer, private distributor, and generic brand to consumers.
A strategy that combines one or more brands in the manufacture of a product or in the delivery of a service.
An information tag, wrapper, seal, or imprinted message that is attached to a product or its package.
The information tag on a product or package that gives the brand name, trademark, or logo.
A label that gives information about the product's use, construction, care, performance, and other features.
customers remember the brand
consistent preference for one brand over all others
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