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a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

brand equity

the value of company and brand names

brand loyalty

a consistent preference for one brand over all others

brand mark

the elements of a brand that cannot be spoken

brand name

that part of a brand that can be spoken, including letters, words, and numbers

business product (industrial product)

a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers


placing two or more brand names on a product or its package

consumer product

a product bought to satisfy an individual's personal wants

convenience product

a relatively inexpensive item that merits little shopping effort

family brand

marketing several different products under the same brand name

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