Marketing Branding Review

Co-branding

A brand strategy that involves businesses joining forces for mutual benefit and to increase brand recognition, customer loyalty, and sales for both brands.

Manufacturer’s Brand

Brand for which the manufacturer assumes all the responsibility of branding.

Private Brand

Brands owned by intermediaries.

Trade Character

A brand mark that has been personified and made to seem lifelike.

Trademark

A brand that is owned by a business; designated by the symbol ™

Brand insistance

The stage of brand loyalty in which consumers insist upon buying a specific brand

Brand Licensing

The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee

Family Brand

A category of brands in which one brand is used for a group of related products in a product line

Brand loyalty

Customers’ allegiance to a particular brand

Generic items

An unbranded product that is plainly packaged, has lower or standard quality, is sold at a lower price than a branded product, and receives little or no promotion

Trade name

The name that is used to identify a company or an organization

Brand recognition

The stage of brand loyalty in which consumers are made aware of a brand’s existence

Brand preference

The stage of brand loyalty in which consumers prefer to purchase a certain brand but will accept substitutes if the brand is not available

Brand mark

A distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be spoken

Brand extension

The brand strategy of using successful brands to introduce new products

Brand name

The part of a brand which can be spoken, such as a word, a phrase, a letter, a number, or any combination of these

Individual brand

A category of brands in which different brands are used for products owned by one company

Brand positioning

Branding strategy