Glossary
Chapter 9: Branding and PackagingJump to a chapter's terms: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24
- Brand
- A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269
- Brand equity
- The marketing and financial value associated with a brand's strength in a market. p. 272
- Brand extension branding
- A company's use of one of its existing brand names as part of an improved or new product, usually in the same product category as the existing brand. p. 280
- Brand insistence
- The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute. p. 272
- Brand loyalty
- A strongly motivated and long standing decision to purchase a particular product or service. p. 271
- Brand mark
- The element of a brand that cannot be spoken-often a symbol or design. p. 270
- Brand name
- That part of a brand that can be spoken, including letters, words and numbers. p. 270
- Brand preference
- The degree of brand loyalty in which a customer prefers one brand over competitive offerings. p. 271
- Brand recognition
- A customer's awareness that a brand exists and is an alternative to purchase. p. 271
- Category consistent packaging
- The packaging of a product according to the packaging practices associated with a particular product category. p. 286
- Family packaging
- An approach in which all of a company's packages are similar or include one major element of the design. p. 284
- Generic brand
- A brand that indicates only the product category and does not include the company name or other identifying terms. p. 275
- Individual branding
- A policy of naming each product differently. p. 279
- Labelling
- Packaging information that can be used for a variety of promotional, informational and legal purposes. p. 288
- Levels of brands
- The tangible product, the "basic" brand, the "augmented" brand and the "potential" of the brand. p. 282
- Line family branding
- A policy of using family branding only for products within a single line. p. 280
- Manufacturer brands
- Brands initiated by producers to ensure that they are identified with their products at the point of purchase. p. 274
- Multiple packaging
- Packaging that includes more than one unit of a product, such as twin packs, tri-packs and six-packs. p. 286
- Overall family branding
- A policy of branding all of a company's products with the same name or at least part of the name. p. 280
- Own label brands
- Brands initiated and owned by resellers-wholesalers or retailers. p. 274
- Packaging
- The development of a product's container and label, complete with graphic design. p. 282
- Secondary use package
- A package that can be re-used for purposes other than its initial use. p. 286
- Successful brands
- Brands for which a company must prioritise quality, offer superior service, get there first, differentiate brands, develop a unique positioning concept, have a strong communications programme and be consistent and reliable. p. 281
- Trade name
- The full and legal name of an organisation. p. 270
- Trademark
- Legal designation indicating that the owner has exclusive use of a brand. p. 270
- Universal product code (UPC) or barcode
- A series of thick and thin lines that identifies the product and provides inventory and pricing information readable by an electronic scanner. p. 289