Branding

National/Manufacturer Brand

• Brand created and owned by a producer/manufacturer
• One company sells their brand to another company
• products that do not carry a company identity.
• known as private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers.

Generic brands

• products that do not carry a company identity.
• when marketers sometimes package, or bundle, two or more different goods or services in one package.
• the legal name of the business.
• 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.

Brand mark

• incorporates a unique symbol, coloring, lettering, or design element.
• when marketers sometimes package, or bundle, two or more different goods or services in one package.
• states the quality of the product.
• a branding strategy that uses an existing brand name to promote a new or improved product in a company's product line.

Private distibutor brands

• known as private brands, store brands, dealer brands, or private labels, are developed and owned by wholesalers and retailers.
• occurs when two or more similar products are placed on sale for one package price.
• incorporates a unique symbol, coloring, lettering, or design element.
• uses technology that keeps foods fresh without refrigeration for long periods.

Brand name

• a word, group of words, letters, or numbers that represent a product or service.
• uses technology that keeps foods fresh without refrigeration for long periods.
• when some companies use their packages to promote social and political causes.
• the physical container or wrapping for a product

Trademark

• 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.
• offers a combination of manufacturer, private distributor, and generic brands to consumers.
• when some companies use their packages to promote social and political causes.
• a branding strategy that uses an existing brand name to promote a new or improved product in a company's product line.

Trade character

• a specific type of brand mark, one with human form or characteristics.
• a word, group of words, letters, or numbers that represent a product or service.
• are owned and initiated by national manufacturers or by companies that provide services.
• the legal name of the business.

Brand

• a name, term, design, symbol, or combination of these elements that identifies a business, product, or service, and sets it apart from its competitors.
• combines one or more brands in the manufacture of a product or in the delivery of a service.
• occurs when two or more similar products are placed on sale for one package price.
• a specific type of brand mark, one with human form or characteristics.

Uses an existing brand name for an improved or new product in the product line

• brand extension
• brand licensing
• mixed brands
• co-branding

Legal authorization by a trademarked brand owner to allow another company to use the brand, brand mark, or trade character for a fee

• brand licensing
• brand extension
• mixed brands
• co-branding