MKTG CH10 2/2

a brand name owned by a wholesaler or a retailer

• private brand

• captive brand

• individual branding

• family branding

a brand manufacturer by a third party for an exclusive retailer without evidence of that retailer’s affiliation

• captive brand

• individual brand

• family brand

• private brand

using different brand names for different products

• individual brand

• famliy brand

• captive brand

• private brand

marketing several different products under the same brand name

• family branding

• individual branding

• captive brand

• private brand

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

• co-branding

• family branding

• individual branding

• persuasive labeling

the exclusive right to use a brand or part of a brand

• trademark

• service mark

• generic product name

• persuasive labeling

a trademark for a service

• service mark

• trademark

• generic product name

• persuasive labeling

identifies a product by class or type and cannot be trademarked

• generic product name

• service mark

• trademark

• persuasive labeling

a type of package labeling that focuses on a promotional theme or logo; and consumer information is secondary

• persuasive labeling

• information labeling

• generic product name

• service mark

a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

• information labeling

• persuasive labeling

• generic product name

• service mark