| A | B |
|---|
| Brand | A name, term, design, or symbol (or combination of them) that identifies a business or organization and its products |
| Brand Name | The word, group of words, letters, or numbers representing a brand that can be spoken |
| Brand Mark | The part of the brand that is a symbol or design |
| Trade Name | Identifies the company or a division of a particular corporation |
| Trade Character | A brand mark with human form or characteristics |
| Trademark | A brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government |
| Manufacturer Brands | Owned and initiated by manufacturers |
| Private Distributor Brands | Owned and initiated by wholesalers and retailers |
| Generic Brands | Represent a general product category and do not carry a company or brand name |
| Brand Extension | A branding strategy that uses an existing brnad name for an improved or new product in the product line |
| Brand Licensing | The legal authorization by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee |
| Mixed-Brand Strategy | Involves simultaneously offering a combination of manufacturer, private distributor, and generic brands |
| Co-Branding Strategy | Combines one or brands to increase customer lotalty and sales for each individual brand |
| Package | The physical container or wrapping for a product |
| Label | An information tag, wrapper, seal, or imprinted message that is attached to a product or its package |
