Marketing Dynamics
Chapter 22 Branding
Tools:
● Printer (color optional)
● 4 sheets of 8.5” x 11” paper
● Scissors
Directions:
1. Print
2. Fold paper in half vertically
3. Cut along dashed lines
These instructions accompany the interactive
E-Flash Cards online at www.g-wlearning.com
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Need-satisfying quality of a product.
benefit
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Mark or design placed on a
product to distinguish it from other
products and to identify the owner
of the brand.
brand
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Situation in which the customer
will buy only a certain brand of a
product.
brand loyalty
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brand name
Part of a brand that consists of
words, numbers, or letters that
can be spoken.
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Image that a brand has in the
mind of the customer.
brand position
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Brand that represents the whole
company.
corporate brand
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Product that is not branded.
generic brand
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logo
Picture, design, or graphic
image that is associated with
a brand; can include the brand
name.
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Brand created by a
manufacturer for its own
products; also called national
brand, regional brand.
manufacturer brand
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Actions marketers take to create
a certain image of a product in
the minds of customers.
positioning
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Brand owned by a reseller; also
called store brand, distributor
brand, dealer brand, private
label brand.
private brand
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product brand
Brand of a specific product, in
contrast to a corporate brand.
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Same as a trademark,
except that it identifies and
distinguishes the source of a
service.
service mark
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Phrase or sentence that
summarizes some essential
aspect of the product; also called
tag line.
slogan
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Another term for brand, and refers
to the word, phrase, symbol, or
design, or a combination of words,
phrases, symbols, and designs that
identifies and distinguishes the
source of goods.
trademark
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