marketing unit 3.04
Brand symbol
A business's distinctive logo, design, or group of letters that cannot be spoken but are used to establish brand identity; often used in conjunction with a brand name.
Brand extensions
A new product sold with the same brand name as a strong existing brand
Product brands
A product brand is a name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors' products.
Brand licening
Brand licensing allows one company to use another's brand name, logo, or character for a fee.
Co-branding
Increasingly, companies are joining forces, or co-branding, to increase recognition, customer loyalty, and sales for both brands.
National brand
Owned and initiated by national manufacturers or by companies that provide services.
Generic brand
Products that do not carry a company identity.
Private/distributor brand
a brand owned by an intermediary
Trade character
a distinctive symbol, design, sound, or group of letters that is seen or heard but cannot be spoken. The Nike "swoosh" is a brand mark
Brand
a name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors' products.
Brand strategies
extend a brand to another related category
Individual branding
involves using different brands for products owned by one company
Family branding
involves using the same brand for related products in a product line.
Brand name
the part of the brand that can be spoken, such as a word, a phrase, a letter, a number, or any combination of these.
Brand recognition
when consumers become aware of a brand and know a bit about it
Brand insistence
when consumers insist on "their" brand and will not accept a substitute
Brand preference
when consumers prefer to purchase a certain brand based on their positive experience with the brand.