| A | B |
|---|
| Brand | A design, name, symbol, term, or word that distinguishes and identifies a company and/or its products or services. |
| Corporate brand | represents the entire company or organization. |
| Product brand | represents a specific product of a company or organization. |
| Private distributor brand | also called a store brand, these products are branded under the private distributor’s label. |
| Brand name | Includes all of the combined impressions and experiences associated with a particular company or product. |
| Brand identity | Consists of a spoken name and the corresponding design, logo, or symbol. |
| Brand image | the consumers’ beliefs about the company and/or its goods or services. This is affected by quality, price, and value. |
| Brand equity | The perception of added value a product has as a result of its brand name. It is an intangible perception or memory |
| Trademark | A word, phrase, symbol, or design that identifies and distinguishes the company from others. These have legal protection through the US Patent and Trademark Office. |
| Service mark | the same as a trademark but for a service. |
| Trade character | A personified symbol that represents the brand name. |
| 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, also called a royalty. |
| Licensor | The rights-holder of the name, logo, or trademark. |
| Licensee | the Company paying for the permission to use the name, logo, or trademark. |
| Licensed prodcuts | These are manufactured by licensees under an agreement with a licensor. |
| License | Issued to another company that will manufacture, market, and sell the licensed products. |
| Bootlegging | The unauthorized use of a name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character. |
