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Chapter 31-Graham
Branding Elements and Strategies
22
Marketing
Not Applicable
01/23/2013

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Term
Brand name
Definition
Word,group of words, letters, or numbers that represent a product or service
Term
Brand
Definition
Name,term, design, symbol, or combination of these elements that indentifies a product or service
Term
Trade name
Definition
Identifies and promotes a company or a division of a particular corporation
Term
Brand Mark
Definition
A unique symbol, coloring, lettering or other design elements
Term
Trademark
Definition
Word, name, symbol, device or a combination of theses elements that is given legal protection
Term
National brands
Definition
Owned and initiated by national manufacturers or by companies that provide services
Term
Private distribution brands
Definition
Developed and owned by wholesalers and retailers such as Radio Shack or Kohl's Villager
Term
Generic brands
Definition
Products that do not carry a company identity
Term
Brand extention
Definition
Branding strategy that uses an existing brand to promote a new or improved product in a company's product line
Term
Brand licensing
Definition
A legal licensing agreement for which the licensing company receives a fee for authorization
Term
Mixed-brand
Definition
Strategy to sell products, offers to a combination of manufacturer, private distributor, and generic brands
Term
Co-branding
Definition
Combines one or more brands in the manufacture of a product or in the delivery of a service
Term
Package
Definition
The physical container or wrapper for a product
Term
Mixed bundling
Definition
The practice of packaging different products and services together
Term
Price bundling
Definition
Two or more similar products are placed on sale for one package price
Term
Blisterpacks
Definition
Packages with preformed plastic molds surrounding individual items on a backing
Term
Aseptic packaging
Definition
Incorporates a technology that keeps foods fresh without refrigeration
Term
Cause packaging
Definition
Companies using their packages to promote social and political causes
Term
Label
Definition
Information tag, wrapper, seal or imprinted message that is attached to a product or its package
Term
Brand label
Definition
Brand name, trademark or logo
Term
Descriptive label
Definition
Gives information about the products use, construction, care, preformance and other features
Term
Grade label
Definition
States the quality of the product such as eggs or meat
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