| A | B |
|---|
| Brand | a design, name, symbol, term, or word that distinguishes and identifies a company. |
| Private distributor brand | also called a store brand |
| Brand Image | Can be affected by quality, price and value |
| Brand equity | the perception of added value a product has as a result of its brand name. |
| Trademark | a word, phrase, symbol, or design that identifies and distinguishes the company from others |
| Benefits of brand equity | perceived quality, customer loyalty and brand name recognition |
| Companies with high brand equity | Coca-Cola, McDonalds, Disney |
| Licensing | the permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee |
| Licensor | the rights-holder of the name, logo, or trademark |
| Licensee | the company paying for the permission to use the name, logo, or trademark. |
| Royalty | the fee paid to the licensor |
| Advantage of licencing | increased brand awareness |
| Advantage to licensee | increased possibility of higher profits |
| Bootlegging | the unauthorized use of a name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character. |
| Disadvantage of licencing | Potential for poor quality of a licensee’s manufactured products |
| Corporate brand | represents the entire company or organization. For example, Coca-Cola |
| Product brand | represents a specific product of a company or organization. For example, Diet Vanilla Coke |
| Private distributor brand | also called a store brand; for example, Radio Shack batteries |
