Chapter 11 Terminology

What is a brand?

• A type of benefit

• A type of slogan

• A type of logo

• A mark or design placed on a product

What is a brand name?

• A picture associated with a brand

• A phrase that summarizes a product

• Part of a brand that consists of words, numbers, or letters that can be spoken

• The need-satisfying ability of a product

What is a logo?

• A picture, design, or graphic image associated with a brand

• A type of slogan

• A mark or design placed on a product

• A phrase that summarizes a product

What is a slogan?

• A phrase that summarizes a product

• A type of benefit

• A type of logo

• A mark or design placed on a product

What is a corporate brand?

• Product that is not branded

• Brand owned by a reseller

• Brand that represents the whole company

• Brand of a specific product

What is a product brand?

• Brand that represents the whole company

• Brand of a specific product

• Brand created by a manufacturer for its own products

• Product that is not branded

What is a manufacturer brand?

• Brand owned by a reseller

• Brand of a specific product

• Brand that represents the whole company

• Brand created by a manufacturer for its own products

What is a private brand?

• Brand created by a manufacturer for its own products

• Brand that represents the whole company

• Brand of a specific product

• Brand owned by a reseller

What is a generic brand?

• Product that is not branded

• Brand owned by a reseller

• Brand of a specific product

• Brand created by a manufacturer for its own products

What is a benefit?

• A mark or design placed on a product

• Need-satisfying ability of a product

• A type of slogan

• A type of logo