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that part of a brand that can be spoken, including letters, words, and numbers
- that part of a brand that can be spoken, including letters, words, and numbers.
- the elements of a brand that cannot be spoken (nike "swoosh")
- the vavlue of company and brand names
- the brand name of a manufacturer--such as Kodak, La-Z Boy, and Fruit of the Loom. Also known as "national brand" but this term is not always accurate.
- a brand name owned by a wholesaler or a retailer (private label, store brand). Walmart's Great Value brand; Walgreens sells Walgreens brand products.
- a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation. For example, Private Selection is Kroger's line of products designed to meet consmer desire for upscale brands.
- using different brand names for different products. Ex: Procter & Gamble targets different segments of the laundry detergent market with Bold, Cheer, Dash, Dreft, Era, Gain, Ivory Snow, Oxydol, Solo, and Tide.
- Marketing several different products under the same brand name. Jack Daniel's family brand includes whiskey, coffee, mustard, playing cards, and clothing lines.
- Placing two or more brand names on a product or its package. Three common types of co-branding are ingredient branding, cooperative branding, and complementary branding. example of ingredient branding: Procter & Gamble has developed Mr. Clean Disinfecting Wipes with Febreze (a scent) Freshness.
- The exclusive right to use a brand or part of a brand. A service mark is a trademark for a service. Some examples of trademarks:
-Sounds, such as the MGM lion's roar.
-Shapes, such as the Jeep front grille and the Coca-Cola bottle
-Ornamental colors or designs, such as the decoration on Nike Tennis Shoes
-Catchy phrases, such as Nike's "Just Do It!"
-Abbreviations, such as Bud, Coke, or The Met. - Identifies a product by class or type and cannot be trademarked.
Expert Solution
- Brand Name
that part of a brand that can be spoken, including letters, words, and numbers.
- Brand Mark
the elements of a brand that cannot be spoken (nike "swoosh")
- Brand Equity
the vavlue of company and brand names
- Manufacturer's Brand
the brand name of a manufacturer--such as Kodak, La-Z Boy, and Fruit of the Loom. Also known as "national brand" but this term is not always accurate.
- Private Brand
a brand name owned by a wholesaler or a retailer (private label, store brand). Walmart's Great Value brand; Walgreens sells Walgreens brand products.
- Captive Brand
a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation. For example, Private Selection is Kroger's line of products designed to meet consmer desire for upscale brands.
- Individual Branding
using different brand names for different products. Ex: Procter & Gamble targets different segments of the laundry detergent market with Bold, Cheer, Dash, Dreft, Era, Gain, Ivory Snow, Oxydol, Solo, and Tide.
- Family Branding
Marketing several different products under the same brand name. Jack Daniel's family brand includes whiskey, coffee, mustard, playing cards, and clothing lines.
- Co-branding
Placing two or more brand names on a product or its package. Three common types of co-branding are ingredient branding, cooperative branding, and complementary branding. example of ingredient branding: Procter & Gamble has developed Mr. Clean Disinfecting Wipes with Febreze (a scent) Freshness.
- Trademark
The exclusive right to use a brand or part of a brand. A service mark is a trademark for a service. Some examples of trademarks:
-Sounds, such as the MGM lion's roar.
-Shapes, such as the Jeep front grille and the Coca-Cola bottle
-Ornamental colors or designs, such as the decoration on Nike Tennis Shoes
-Catchy phrases, such as Nike's "Just Do It!"
-Abbreviations, such as Bud, Coke, or The Met.
- Generic Product Name
Identifies a product by class or type and cannot be trademarked.
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