Ch. 31 Branding, Packaging, and Labeling

A ___________ is a name, term, design, or symbol (or combination) that identifies a business or organization and its products.

• Brand
• Brand Name
• Brand Mark
• National Brand

A _____________ is the word, group of words, letters, or numbers representing a brand that can be spoken

• Brand
• Brand Name
• Brand Mark
• National Brand

This is the part of the brand that is a symbol or brand name – it may include distinctive coloring or lettering. It usually is not spoken, example is the Nike swoosh

• Brand

• Brand Name

• Brand Mark

• National Brand

This is a brand mark with human form or characteristics.

• Brand
• National Brand
• Trademark
• Trade Character

This is any part of a brand that is given legal protection by the federal government.

• Brand
• Trade Name
• Trade Character
• Trademark

These brands are owned and initiated by manufacturers. 

• Generic Brand
• Store brand
• National Brand

These brands are owned and initiated by wholesalers and retailers, also called

also called store or dealer brands.

• Generic Brand

• Private brand

• National brand

These represent a general product category and do not carry a company or brand name.

• Generic brand
• Store brand
• National brand

This branding strategy uses an existing brand name for an improved or new product in the product line. 

• Co Branding
• Brand Licensing
• Brand extension
• Brand dilution

 This is legal authorization by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee (royalty).

• Co branding
• brand licensing
• brand extension
• brand dilution