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.