Branding and Product Labeling Concepts

These flashcards cover key concepts in branding and product labeling, including definitions and functional roles.

What is a brand?

name, term, design, symbol, or any other feature that distinguishes one seller's goods or services from those of others.

Trademark

legally registered symbol, word, or words representing a company or product.

Brand positioning

process of positioning your brand in the mind of your customers relative to competitors.

Why use branding strategies?

create a unique image and identity for a product or company, facilitating customer loyalty and recognition.

Functions of packaging

protection, communication, utility, convenience, security, and branding.

Labeling requirements for food products

statement of identity, net quantity statement, nutrition facts, ingredient list, allergen warnings, and place of manufacture/distribution.

Visual branding elements

consist of the name, logo, icon, mark, and character of the brand.

Mission and vision statement

articulates the brand's purpose and long-term goal.

Brand voice

consistent expression of the brand through its tone, style, and messaging.

Types of brand extensions

include line extensions, category extensions, brand alliances, and co-branding.

Licensing in branding

grant permission to another party to use its brand name or trademark.

Mixed branding

marketing under both the manufacturer's and the retailer's brand.

Co-branding

marketing partnership between two brands to leverage the strengths of both.

Product identity

encompasses all elements that represent a product, including its name, design, and packaging.

Addressing customer needs in branding

address customer needs through safety, effectiveness, promotion, and identifying the key benefits.