Section 31.1 Vocab: Branding

is a name, term, design, symbol, or combination of these elements tat identifies a business, product, or service, and sets it apart from its competitors.

• brand

• brand name

• trade name

• brand mark

,or product brand, is a word, group of words, letters, or numbers that represent a product or service.

• brand

• brand name

• trade name

• brand mark

, or corporate brand, identifies and promotes a company or a division of a particular corporation.

• brand

• brand name

• trade name

• brand mark

incorporates a unique symbol, coloring, lettering, or design element.

• brand mark

• trade character

• trademark

• brand

is a specific type of brand mark, trade character, or a combination of these elements that is registered with the federal government and has legal protection.

• brand mark

• trade character

• trademark

• brand

also know as producer brands, are owned and initiated by national manufacturers or by companies that provide services.

• national brands

• private distributor brands

• generic brands

• brands

known as private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers.

• national brands

• private distributor brands

• generic brands

• brands

are products that do not carry a company identity.

• national brands

• private distributor brands

• generic brands

• brands

is a branding strategy that uses an existing brand name to promote a new or improved product in a company's product line.

• brand extension

• brand licensing

• mixed brand

• co-branding

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.

• brand extension

• brand licensing

• mixed brand

• co-branding