| A | B |
|---|
| licensing | the legal authorization by a trademarked brand owner to allow another company to use its brand, brand mark, or trade character for a fee |
| package | the physical container or wrapping for a product |
| trade character | a personified brand mark (human characteristics) |
| extension | a branding strategy that uses an existing brand name for a new or improved product in the line |
| brand name | the word, group of words, letters, or numbers that can be spoken |
| trademark | a brand name, brand mark, trade character, or a combination of these that is given legal protection |
| brand | name, term, design, or symbol that identifies a business or organization |
| label | an information tag or imprinted message that is attached to a product or its package |
| national | producer brand |
| generic | products that have no brand name |
| trade name | identifies the company or division of a company (legal name) |
| mixed brand | branding strategy used by companies offering a combo of manufacturer, private, and generic brands |
| private distributor | brand owned and initiated by wholesalers and retailers |
| brand mark | part of a brand that is a symbol, design, or distinctive coloring or lettering |
| cobranding | works well when two or more companies'brands complement each other |
