| A | B |
|---|
| Business Image | The way the public perceives or views the company. |
| Product Life Cycle | The stages that a product goes through during its life. |
| Product positioning | The efforts a business makes to identify, place, and sell its product in the marketplace. |
| Brand | A name, term, design, symbol, or combination of these element that identifies a product or service and distinguish it from its competitors. |
| Brand name (product brand) | A word, group of words, letters, or numbers that represent a product service. |
| Trade name (corporate brand) | The name that identifies and promotes a company or a division of a particular corporation. |
| Brand mark | - A unique symbol, coloring, lettering, or other design elements used to identify a product or company. |
| Trade character | A specific type of brand mark using a human form or characteristic. |
| Trademark | A word, name, symbol, device, or combination of these elements that is given legal protection by the federal government. |
| National brands (producer brands) | )- brands owned and initiated by national manufacturers or national companies that provide services. |
| Private distributor brands (private brands, store brands, dealer brands, or private labels) | Brands developed and owned by wholesaler and retailers. |
| Generic brand products | Items which do not carry a brand name but which are made by the same manufacturer as identified brand products. |
| Brand extension | A branding strategy that uses an existing brand name to promote a new or improving product in a company’s product line. |
| Brand licensing | A legal licensing agreement that gives permission to another company to use a company’s brand, brand mark, or trade character for a fee called royalty. |
| Mixed branding | A strategy that offers a combination of manufacture, private distributor, and genetic brands. |
| Co- branding | A strategy that combines one or more brands in the manufacture of a product or in the delivery of a service. |
| Package | The physical container or wrapping for a product. |
| Label | An information tag, wrapper, seal, or imprinted messages that is attached to a product or its package. |
| Brand label | A type of label that gives the brand name, trademark, or logo. |
| Descriptive label | A type of label that gives information about the product’s use, construction, care, performance, and other features. |
| Grade label | States the quality of the product. |
