SEM Ch 7 Branding

is A ___ is a name, symbol, or word or words, or design that identifies an organization and its products.

• co-brand

• trademark

• brand

• copyright

The legal name of a company

• brand name

• trade name

• brand equity

• licensing

Click the THREE steps in establishing brand equity

• develop

• link

• help

• write

____ is an agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee.

• licensing

• licenor

• branding

• sponsoring

One example of a premium sponsor is...

• entitlements

• signage

• exclusivity

• trade name

When a(n) athlete /celebrity is contracted to make appearances to promote a specific product/ service

• licensing

• sponsorship

• endorsement

• branding

Promotional vehicles that financially support sporting events

• endorsement

• license

• brand

• sponsorship

Manufacturing brands and generic brands are the same

• TRUE

• FALSE

Red Bull & GoPro

• co-brand

• endorsement

• sponsor

• generic brand

Walmart vs. Wal-Mart, Inc

• brand name vs. trade name

• trade name vs. brand name

• brand name vs. generic name

• brand name vs. manufacturing name