Marketing - Unit 7 & 8 Exam

Define Brand

• word or words, letters or numbers representing a brand that can be spoken.

• value a brand has beyond its actual functional benefits.

• name, word or words, symbol, or design that identifies an organization and its products.

• device that legally identifies ownership of a registered brand or trade name.

Define Brand Name

• word or words, letters or numbers representing a brand that can be spoken.

• value a brand has beyond its actual functional benefits.

• name, word or words, symbol, or design that identifies an organization and its products.

• device that legally identifies ownership of a registered brand or trade name.

Define TradeMark

• word or words, letters or numbers representing a brand that can be spoken.

• value a brand has beyond its actual functional benefits.

• name, word or words, symbol, or design that identifies an organization and its products.

• device that legally identifies ownership of a registered brand or trade name.

Define Brand Equity

• word or words, letters or numbers representing a brand that can be spoken.

• value a brand has beyond its actual functional benefits.

• name, word or words, symbol, or design that identifies an organization and its products.

• device that legally identifies ownership of a registered brand or trade name.

Define Manufacturer Brand

• word or words, letters or numbers representing a brand that can be spoken.

• value a brand has beyond its actual functional benefits.

• name, word or words, symbol, or design that identifies an organization and its products.

• owned by the producer of the product.

Define Co - Branding

• word or words, letters or numbers representing a brand that can be spoken.

• value a brand has beyond its actual functional benefits.

• combines one or more brands to increase customer loyalty and sales for each product.

• owned by the producer of the product.

Define Intermediary Brand

• word or words, letters or numbers representing a brand that can be spoken.

• carries a name developed by the wholesaler, retailers, or catalog house.

• combines one or more brands to increase customer loyalty and sales for each product.

• owned by the producer of the product.

Define Generic Brand

• represents a general product category and does not carry a company or brand name.

• carries a name developed by the wholesaler, retailers, or catalog house.

• combines one or more brands to increase customer loyalty and sales for each product.

• owned by the producer of the product.

What are the three steps involved in developing brand equity?

Name the three types of brands.