| A | B |
|---|
| advertising | Any paid form of nonpersonal presentation of ideas, goods, or services. |
| brand | A name, term, symbol, or design that identifies a product and distinguished it from competitor's products. |
| brand extension | The brand strategy of using successful brands to introduce new products. |
| brand insistence | The stage of brand loyalty in which consumers insist upon buying a spcific brand. |
| brand licensing | The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee. |
| brand loyalty | Customers' allegiance to a particular brand. |
| brand mark | A distinctive symbol, design, or group of letters which is seen but cannot be spoken. |
| brand position | The way consumers see the brand as compared to compettive brands. |
| brand positioning | A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors' brands. |
| brand preference | The stage of brand loyalty in which comsumers prefer to purchase a certain brand but will accept substitutes if the brand is not available. |
| brand name | The part of a brand which can be spoken. |
| brand recognition | The stage of brand loyalty in which consumers are made aware of a brand's existence. |
| brand repositioning | A brand strategy that involves re-evaluating the brand's characteristics, quality, and benefits and making necessary changes in order to change the ways consumers see the brand. |
| brand strategies | The actions a business takes with a brand in order to accomplish its goals. |
| branding | The ongoing decision-making process about the use of brands. |
| descriptive name | Brand names which have fallen into everyday use so that the brand is used to describe every product in the brand's product category. |
| differentiation | The act of distinguishing between or separating two or more things. |
| family brand | A category of brands in which one brand is sued for a group of related products in a product line. |
| generic item | An unbranded product that is plainly packaged, has lower or standard quality, is sold at a lower price than a branded product, and receives little or no promotion. |
| generic term | Descriptive name. |
| individual brand | A category of brands in which different brands are used for products owned by one company. |
| Lanham Act | Federal law that provides trademark protection; specifies proper procedures for registering trademarks. |
| manufacturer's brand | Brand for which the manufacturer assumes all the responsibility of branding. |
| market share | An organization's portion of the total industry sales in a specific market. |
| materialism | An attitude that place a lot of importance on the things people own. |
| multinational marketing | The marketing of goods or services in two or more countries. |
| national brand | Manufacturer's brand. |
| packaging | Placing a product in a protective wrap or container before it is offered for sale. |
| point of difference | A characteristic which separates a brand from its competitors. |
| private brands | Brands owned by middlemen. |
| product category | The general grouping of goods or services in which a product is found. |
| product line | A group of related product items |
| registered trademark | A brand that has been registered with the U.S. Patent and Trademark Office for legal protection. |
| repositioning | Reevaluating and making changes in marketing strategies which affect the image consumers have of a product or company in order to change consumer perception of that product or company. |
| trade character | A brand mark that has been personified. |
| trade name | The name that is used to identify a company or an organization. |
| trademark | A brand that is owned by a business. |
| typography | The arrangement and appearance of printed material. |
