Ch. 31 Branding, Packaging and Labeling

Brand extension

A branding strategy that uses an existing brand name to promote a new or improved product in a company's product line. Example: Ocean Spray Cranberry Juice launched Cran-Cherry Cran-Grape, Cran-Apple... under the same brand.

Descriptive label

A label that gives information about the product's use, construction, care, performance, and other features.

Grade label

A label that states the quality of the product, such as eggs or beef (prime, choice, select)

Brand licensing

A legal authorization by a brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee. Example: The NFL has a licensing agreement with EA Sports - a video game company that uses NFL team names, players, logos...

Brand

A name, term, design, symbol, or combination of these elements that identifies a business, product, or service, and sets it apart from its competitors. Think of it as a product's "personality"

Generic brand

A product that does not carry a company identity. Companies that make generic brands do not advertise, so they pass this savings on to consumers.

Trade character

A specific type of brand mark, one with human form or characteristics. Ex. Michelin tire man

Co-branding

A strategy that combines one or more brands in the manufacture of a product or in the delivery of a service. Example: Smuckers Sugar Free Preserves are made with Splenda.

Brand name

A word, group of words, letters, or numbers that represents a product or service. Brand names are heavily marketedEx. Barbie, Ford Focus, Pepsi.

Trademark

A word, name, symbol, sound, brand name, brand mark, trade name, trade character, color, or a combination of these elements that identifies a good or service and cannot be used by anyone but the owner because it is registered with the federal government and has legal protection. Registered trademarks use:

National brand

Also known as producer brand or name brand, this is owned and initiated by a national manufacturer or by a company that provides services. Ex. Kraft, Hershey, Colgate (usually cost more money.)

Label

An information tag, wrapper, seal, or imprinted message that is attached to a product or its package.

Brand mark

Incorporates a unique symbol, coloring, lettering, or design element that is easily visible. Ex. McDonald's Arches

Private distributor brand

Known as private brand, store brand, dealer brand, or private label, this is developed and owned by wholesalers and retailers. Ex. WalMart's Great Value brand. (usually less expensive) Growing in popularity.

Aseptic packaging

Packaging that utilizes a technology that keeps foods fresh without refrigeration for extended periods. Ex. Pudding cups, juice boxes.

Brand label

The information tag on a product or package that gives the brand name, trademark, or logo.

Trade name

The legal name of a company. May be the same as brand name. Trade names are legally protected. Ex. Kellog's, Procter & Gamble

Package

The physical container or wrapping for a product.

Cause packaging

cause packaging Packaging that promotes social and political causes. Issues promoted on the package mat be totally unrelated to the product. Example: Ben & Jerry's ice-cream promotes saving the rain forest on their containers.

Mixed brand

mixed brand A strategy that offers a combination of manufacturer, private distributor, and generic brand to consumers. Example: Michelin manufactures its own brand of tires as well as tires for sale at Sears under the Sears brand