Branding
A name, word or words, symbol or design that identifies an organization and its products.
What is a Brand
The legal protection of creative works and does not require registration
What is a copyright?
Permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty
What is licensing
Combines one or more brands to increase customer loyalty and sales for each product
What is Co-Branding?
Any form of communication through which one industry relies on another industry to promote its product.
What is Cross Promotion?
A brand that is owned by the producer of the product
What is a manufacturer brand?
US government agency that protects consumers from deceptive business practices
What is the Federal Trade Commission?
The company or individual granting the license for a fee in a legally binding contract.
What is licensor?
A brand that represents a general product category and does not carry a company or brand name.
The value a brand has beyond its actual functional benefits
What is Brand Equity
A symbol that represents a product or company
What is a logo?
The payment made, under a licensing agreement, to the owner of copyrighted or trademarked material
What is a royalty?
The company or individual paying for the rights to use the name or property
What is licensee?
Contract with manufacturers to make products that are sold under their own private labels
What is an intermediary brand?
The blending together of the different promotional elements and strategies (advertising, publicity, sales promotion, personal selling).
What is promotonal mix?
When a brand name or trademark is used so much that it becomes a common noun
What is generification?
Another name for intermediary brand
What is private label?
Combines one or more brands to increase customer loyalty and sales for each product
What is co-branding?
A word or words, letters, or numbers representing a brand that can be spoken. It identifies a specific product or name of a company.
What is a slogan?
No one owns a copyright to the work, and everyone is free to copy, use and change them without having to ask for permission or pay the owner.
What is public domain?
Name 2 types of Sports License Agreements
What is Endorsements and Sponsorship
Any form of communication used by a company to inform, persuade, or remind people about its products
What is promotion?