| A | B |
|---|
| brand | a name, word or words, symbol, or design that identifies an organization and its products |
| personal selling | direct communication by a salesperson to potential customers either in person or by telephone |
| 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 brands | a brand that represents a general product category and does not carry a company or brand name |
| licensing | an agreement which gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee |
| event marketing | all activities associated with the sale, distribution, and promotion of a sports event |
| promotional mix | any combination of advertising, sales promotion, publicity, direct marketing, and personal selling |
| advertising | any paid promotion of an idea, good, or service by an identified sponsor |
| promotional advertising | advertising with a goal or selling an item being promoted |
| institutional advertising | advertising with a goal of developing goodwill or positive image |
| sales promotion | a short-term incentive to get consumers interested in buying a product |
| publicity | the free mention of a product or company in the media |
| public relations | activities that promote the image and communications a company has with its employees, customers, investors, and public |
| press releases | a newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why |
| brand name | a word or words, letters, or numbers representing a brand that can be spoken |
