Term
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Definition
| a name, term, design, symbol or other feature that identifies one marketer's product as distinct from those of other marketers |
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Definition
| the part of a brand that can be spoken, including letters, words, and numbers |
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Definition
| the part of a brand that is not made up of words, such as a symbol or design |
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Definition
| the full legal name of an organization |
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Definition
| a customers favorable attitude toward a specific brand |
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Definition
| the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable |
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Definition
| the degree of brand loyalty in which a customer prefers one brand over competitive offerrings |
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Definition
| the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute |
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Definition
| the marketing and financial value associated with a brand's strength in a market |
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Definition
| a brand initiated by producers to ensure that producers are identified with their products at the point of purchase |
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| private distributor brand |
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Definition
| a brand initiated and owned by a reseller |
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Definition
| a brand indicating only the product category |
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Definition
| a branding strategy in which each product is given a different name |
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Definition
| branding all of the firms products with the same name or part of the name |
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Definition
| an organization uses one of its existing brands to brand a new product in a different product category |
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Definition
| using two or more brands on one product |
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Definition
| an agreement whereby a company permits another organization to use its brand on other products for a licensing fee |
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Definition
| using similar packaging for all of a firm's products or packaging that has one common design element |
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Term
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Definition
| providing identifying, promotional, or other information on package labels |
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Term
| universal product code (UPC) |
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Definition
| a series of electronically readable lines identifying a product and containing inventory and pricing information |
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