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| 1. Brand extension: The brand strategy of using successful brands to introduce new products |
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| 2. Brand insistence: The stage of brand loyalty in which consumers insist upon buying a specific brand |
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| 3. Brand licensing: The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee |
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| 4. Brand loyalty: Customers’ allegiance to a particular brand |
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| 5. Brand mark: A distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be spoken |
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6. Brand name: The part of a brand which can be spoken, such as a word, a phrase, a letter,
a number, or any combination of these |
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| 7. Brand positioning: A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors’ brands |
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| 8. Brand preference: The stage of brand loyalty in which consumers prefer to purchase a certain brand but will accept substitutes if the brand is not available |
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| 9. Brand recognition: The stage of brand loyalty in which consumers are made aware of a brand’s existence |
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| 10. Brand strategies: The actions a business takes with a brand in order to accomplish its goals |
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| 11. Branding: The ongoing decision-making process about the use of brands |
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| 12. Co-branding: A brand strategy that involves businesses joining forces for mutual benefit and to increase brand recognition, customer loyalty, and sales for both brands |
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| 13. Differentiation: The act of distinguishing between or separating two or more things |
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| 14. Family brand: A category of brands in which one brand is used for a group of related products in a product line |
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| 15. Generic item: An unbranded product that is plainly packaged, has lower or standard quality, is sold at a lower price than a branded product, and receives little or no promotion |
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| 16. Individual brand: A category of brands in which different brands are used for products owned by one company |
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| 17. Intermediaries: Channel members operating between the producer and the consumer or individual user to help in the movement of goods and services |
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| 18. Manufacturer’s brand: Brand for which the manufacturer assumes all the responsibility of branding |
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| 19. Market share: An organization’s portion of the total industry sales in a specific market |
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| 20. Private brand: Brands owned by intermediaries |
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| 21. Product brand: A name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products |
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| 22. Product line: A group of related product items |
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| 23. Taboo: Something that is forbidden or avoided due to cultural beliefs |
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| 24. Trade character: A brand mark that has been personified and made to seem lifelike |
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| 25. Trade name: The name that is used to identify a company or an organization |
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| 26. Trademark: A brand that is owned by a business; designated by the symbol ™ |
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| 27. URL: Uniform Resource Locator; web site address |
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