| A | B |
|---|
| brand | a name, word or words, symbol, or design that identifies an organization and its products |
| brand name | a word or words, letters, or numbers representing a brand that can be spoken |
| trademark | a device that legally identifies ownership of a registered brand or trade name |
| brand equity | the value a brand has beyond its actual functional benefits |
| manufacturer brand | a brand owned by the producer of the product |
| co-branding | a branding strategy that combines one or more brands to increase customer loyalty and sales for each product |
| intermediary brand | a brand that carries a name developed by the wholesaler, retailer, or catalog house |
| generic brand | a brand that represents a general product category and does not carry a company or brand name |
| licensing | an agreement that gives a company the right to use another's brand name, patent, or other intellectual property for a royalty or fee |
