Marketing: 2.07 Matching Terms

Brand Mark/Symbol

A businesses's distinctive logo, design, or group of letters that cannot be spoken but are used to establish brand identify; often used in conjunction with a brand name.

Brand Loyalty

A consistent preference for one brand over all others.

Trade Name

A corporate brand that identifies and promotes a company or a division of a particular corporation.

Brand Identity

A name, term, symbol, design, trade character, or combination thereof that identifies a seller's products and differentiates them from competitor's products

Trade Character

A specific type of brand mark, one with human form of characteristics. Examples include the Jolly Green Giant and Keebler Elves.

Brand Personality

How a brand behaves in an effort to form an emotional connection to a customer. Often described through human traits or characteristics. Customers most often favor a company whose traits align with their interests and behavior.

Trademark

Legal method for protecting brands from misuse externally; represented by the trademark registration mark, TM trademark, or SM service mark.

3 Purposes of Branding

Product identification, Repeat Sales, and New sales.

Global Brand

Refers to brands where at least 20% of the product is sold outside the country or region.

Brand Equity

Refers to the value of a company and brand names. The higher the brand awareness, perceived quality, and brand loyalty are; the greater this factor is

Brand Name

The parts of the brand that can be spoken. Usually is also the product name. Can contain letters, numbers, and words.

Brand Image

The perception that the general public holds about a particular business.

Brand Champion

The person that analyzes a company's strengths. Usually a CEO or manager.

Brand

Those elements that are instantly recognized as representing representing a particular business or product. Common things associated with this include a company's use of brand marks, products they provide, and events, interest groups, and charities they are associated with.

Brand Promise

What your business will consistently deliver to the customer. This establishes your customers' expectations for the quality and consistency of their experiences with your business.