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MP Branding
Branding & Packaging
| Term | Definition |
|---|---|
| brand | a name, term, design, symbol, or combination of these elements that identifies a product or company used to create a feeling or reputation for a company, product or service |
| brand name | also called a product brand is a word, group of words, letters or numbers that represent a product or service |
| trade name | also called a corporate brand. identifies and promotes a company or a division of a particular corporation |
| brand mark | also called a Logo. a unique symbol, coloring, lettering or other design elements |
| trade character | a type of brand mark with human form or characteristics. Examples might be green giant, Pillsbury Dough boy and the Keebler elves. |
| trademark | a word, name, symbol or device or combination of these things that is given LEGAL protection by the federal government |
| national brands | are also called producer brands, are owned and initiated by national manufacturers or companies. Examples: Hershey foods, colgate, palmolive, whirlpool, Sunoco, and Ford. |
| Private distributor brands | also called private brands, store brands, or dealer brands are developed and owned by retailers and wholesalers |
| generic brands | products that do not carry a company identity. Usually plain wrapping with just product information. |
| brand licensing | when companies allow other organizations to use their brand, brand mark, or trade character |
| co-branding | combines one or more brands in the manufacture of a product or delivery of a service. Example: Kellogg's Pop Tarts using Smucker's Jam as the fruit filling. |
| package | the physical container or wrapping for a product |
| mixed bundling | the practice of packaging different products and services together. Ex. Cell Phone, TV, and Internet bundles from Comcast |
| cause packaging | when companies use their packaging to promote social and political causes |
| label | is an information, tag, wrapper, seal or imprinted message that is attached to a product or its package |
| brand extension | uses an existing brand name to promote a new or improved product in the product line. examples might be new flavors, colors, designs or sizes |
Created by:
janice ritchey
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