Branding
Branding
Trademarks/Licensing
Licensing
Branding
100

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

What is a Brand

100
Consumers beliefs about the company and/or products
What is Brand Image
100

The legal protection of creative works and does not require registration

What is a copyright?

100

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

100

 Combines one or more brands to increase customer loyalty and sales for each product

What is Co-Branding?

200

 Any form of communication through which one industry relies on another industry to promote its product.

What is Cross Promotion?

200

A brand that is owned by the producer of the product

What is a manufacturer brand?

200

 US government agency that protects consumers from deceptive business practices 

What is the Federal Trade Commission?

200

The company or individual granting the license for a fee in a legally binding contract.

 What is licensor?

200

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

What is a generic brand?
300

 The value a brand has beyond its actual functional benefits

What is Brand Equity

300

A symbol that represents a product or company

What is a logo?

300

 The payment made, under a licensing agreement, to the owner of copyrighted or trademarked material

 What is a royalty?

300

 The company or individual paying for the rights to use the name or property

 What is licensee?

300

 Contract with manufacturers to make products that are sold under their own private labels

What is an intermediary brand?

400
The extent of the faithfulness of consumers to a particular brand
What is Brand Loyalty
400

The blending together of the different promotional elements and strategies (advertising, publicity, sales promotion, personal selling).

What is promotonal mix?

400

 When a brand name or trademark is used so much that it becomes a common noun

 What is generification?

400
A contractual agreement by which a sports team, athlete or organization gives a company a license to use its name, logo or trademark on the company’s products.
What is Sports Licensing
400

 Another name for intermediary brand

What is private label?

500

 Combines one or more brands to increase customer loyalty and sales for each product

What is co-branding?

500

 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?

500

 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?

500

Name 2 types of Sports License Agreements

What is Endorsements and Sponsorship

500

 Any form of communication used by a company to inform, persuade, or remind people about its products

What is promotion?

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