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Branding & pack. def. ch. 13
definitions
21
Marketing
Undergraduate 3
11/11/2008

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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.
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