| A | B |
|---|
| Bootlegging | Unauthorized use |
| Royalties | Licensing Fees |
| Licensing | Permission to copy |
| Licensor | The rights-holder |
| Licensee | Company paying for the permission |
| Licensed products | Manufactured by licensees under an agreement |
| Brand | Design, name, symbol, term, or word that id |
| Corporate brand | Represents entire company |
| Product brand | Represents a specific product of a company |
| Private brand | Also called a store brand |
| Brand identity | Spoken name and the corresponding design |
| Brand image | Consumers’ beliefs about the company |
| Brand equity | Perception of added value a product has as a result of its brand name. |
| Trademark | Legal protection through the United States Patent and Trademark Office. |
| Service mark | same as a trademark but for a service |
| “TM” | Trademark symbol |
| “SM” | Service mark symbol |
| ® | Registered Trademark Symbol |
| United States Patent and Trademark Office. | Location to contact to make a legal trademark |
