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marketing chapter 12
branding and packaging
20
Marketing
10/04/2010

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Term
brand
Definition
is a name, term, design, symbol, or any other feature that identifies one marketer's product as distinct from those of others
Term
brand name
Definition
is the part of a brand that can be spoken including letters words and numbers
Term
brand mark
Definition
nike swoop
Term
trade mark
Definition
is a legal designation indicating that the owner has exclusive use of a brand or a part of a brand and others are prohibited from using it
Term
trade name
Definition
is the full legal name of an organization
Term
brand loyalty
Definition
is a customers favorable attitude toward a specific brand
Term
brand recognition
Definition
occurs when a customer is aware that the brand exists and views it as an alternative purchase
Term
brand preference
Definition
is a stronger degree of brand loyalty
Term
brand insistance
Definition
consumer will except no other substitute to a brand
Term
brand equity
Definition
is the marketing and financial value associated with a brand's strength in market
-brand awareness
-percieved brand quality
-brand associations
-brand loyalty
Term
manufacturer brands
Definition
are initiated by producers and ensure that producers are identified with their products at the point of purchase
Term
privet distributor brands
Definition
are initiated and owned by resellers: safeway, walmart brand
Term
generic brands
Definition
indicate only the product category
Term
individual branding
Definition
is a policy of giving each product a different name
Term
family branding
Definition
all of a firms products are branded with the same name or part of the name such as kelloggs frost flacks and shit
Term
brand extension
Definition
occurs when a firm uses one of its existing brands to brand a new product in a different product category
Term
co-branding
Definition
is the use of two or more brands on one product
Term
brand licensing
Definition
and agreement in which a company permits another organization to use its brand on other products for a licensing free
Term
family packaging
Definition
to promote an over-all company image a firm may decide that all packages should be similar or include one major element of design
Term
universal product code
Definition
a series of electronically readable lines identifying the product and providing inventory and pricing information