| A | B |
|---|
| brand | a name, term, design or symbol 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(the legal name) |
| trade character | brand mark with human form or characteristics(Keebler Elves) |
| trademark | a brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal govt. |
| manufacturer brands | product brands, which are owned & initiated by manufacturers |
| private distributor brands | private brands, store brands, or dealer brands, which are owned & initiated by wholesalers & retailers |
| generic brands | represent a general product category & do not carry a company or brand name |
| brand extension | a branding strategy that uses an existing brand 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, & generic brands |
| co-branding strategy | combines one or more brands to increase customer loyalty & sales for each individual brand |
| blisterpacks | packages with preformed plastic molds surrounding individual items arranged on a cardboard backing |
| cause packaging | companies use their packages to promote social & political causes |
| bilingual labels | increase a company's target market & encourage higher sales |
| recyclable | indicates that a package or product can re reused as raw material for a new product or package |
| ozone safe/ozone friendly | products that do not contain any ozone-depleting chemicals |
| biodegradable/degradable/photodegradable | product will decompose into elements found in nature within a reasonably short period of time after disposal |
| Federal Trade Commission (FTC) | responsible for monitoring for deceptive advertising that is false or misleading |
| contemporary packaging issues | environmentally friendly, social, & political statements packaging |
| cause packaging | promoting social issues--like cartons promoting saving the rain forest |
| label | an information tag, wrapper, seal or imprinted message that is attached to a product or its package |
| label's purpose | inform about contents & directs, protect from legal liability, contain brand name, logo, ingredients |
| labeling laws | package lables must meet local, state & federal standards to prevent manufacturers from misleading consumers |
| Federal Nutrition Labeling & Education Act | passed in 1990 & protects consumers from deceptive labeling & establishes standards for use & health warnings |
| Federal Trade Commission | passed the Care Labeling Rule in 1972, which requires that care labels be placed in clothing |
| package | the physical container or wrapping for a product |
| functions of packaging | promoting & selling, product identify, providing informaton, meeting customer needs, ensuring safe use, protecting the product |
