Details Title: Branding & pack. def. ch. 13 Description: definitions Total Flash Cards: 21 Created: 11/11/2008 17:28:13		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Brand Definition A name, term, design, symbol, or other feature that identifies a seller's products and differentiates them from competitors' products Term Brand Name Definition The part of a brand that can be spoken, including letters, words, and numbers Term Brand mark Definition The part of a brand not made up of words, such as a symbol or design Term Trademark Definition A legal designation of exclusinve use of a brand. Term Trade name Definition the full legal name of an organization Term Brand loyalty Definition A customer's favorable attitude toward a specific brand Term Brand Recognition Definition The degree of brand loyalty in which the customer is aware the brand exists and views the brand as an alternative purchase if their pfererred brand is unavailable. Term brand Preference Definition the degree of brand loyalty in which a customer prefers one brand over competitive offerings. Term Brand Insistence Definition The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitue. Term Brand equity Definition The marketing and financial value associated with a brand's strength in a market. Term Manufacturer brands Definition A brand initiated by its producer. (Green giant, Levi's jeans) Term Private distributor brands Definition A brand initiated and owned by a reseller. Term Generic brands Definition A brand indicating only the product category. Term Individual branding Definition A branding policy in which each product is given a different name. Term Family Branding Definition Branding all of a firm's products with the same name or part of the name. (kellogs' frosted flakes, kellgs' ricke krispies...) Term Brand Extension Definition An organization uses one of its existing brands to brand a new product in a different product category. (Bic pens, exposible razors...) Term Co-Branding Definition Using two or more brands on one product. (Kraft lunchables teams kraft cheese with oscar mayer lunchmeats). Term Brand Licensing Definition An agreement whereby a company permits another organization to use its brand on other products for a licensing fee. (Mattel games licensed warner bros harry potter brand for new game) Term Family packaging Definition Using similar pckaging for all of a firm's products or packaging that has one common design element. (campbells soups) Term Labeling Definition Providing identifying, promotional, or other information on package labels. Term Universal product code (UPC) Definition A series of electronically readable lines identifying a product and containing inventory and pricing inventory.