| A | B |
|---|
| Label | Information tag, wrapper, seal or imprinted message that is attached to the product or package. |
| Sustainable Packaging | Relatively new addition to the environmental considerations for packaging. It requires more analysis and documentation to look at the package design, choice of materials, processing, and life cycle. |
| Packaging | 10% of a product retail price |
| Cannibalization | Loss of sales of the current product due to competition from a new product in the same line |
| Product Positioning | Consumers perception of a product or service |
| Trade Dress | Visual cues used in branding to create an overall look |
| Trade Name | Identifies and promotes a company or a division of a particular company. |
| Brand Mark | Part of the brand that is the symbol, design or distinctive coloring or lettering. |
| Brand Equity | Added value that a respected, well-known brand name gives to a product in the marketplace. |
