Marketing Essentials Chapter 31
Terms in this set (23)
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 represent a product or service.
the legal name of the business.
incorporates a unique symbol, coloring, lettering, or design element.
a specific type of brand mark, one with human form or characteristics.
a brand name, brand mark, trade name, trade character, or a combination of these elements that is registered with the federal government and has legal protection.
are owned and initiated by national manufacturers or by companies that provide services.
Private distibutor brands
known as private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers.
products that do 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.
is 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.
offers a combination of manufacturer, private distributor, and generic brands to consumers.
combines one or more brands in the manufacture of a product or in the delivery of a service.
the physical container or wrapping for a product
when marketers sometimes package, or bundle, two or more different goods or services in one package.
occurs when 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.
uses technology that keeps foods fresh without refrigeration for long periods.
when some companies use their packages to promote social and political causes.
an information tag, wrapper, seal, or imprinted message that is attached to a product or its package.
gives the brand name, trademark, or logo
gives information about the product's use, construction, care, performance, and other features.
states the quality of the product.
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