Branding Packaging & Labeling

Brand Name, design or symbol that identifies the products of a company Can be the companies most important aspect

Brand Name The name of the product: Example: Air Max Shox Zig Zag

Brand mark Symbol, design, distinctive lettering/coloring Example: US Postal Office Eagle Disney Castle Nike Swoosh

Trade name Identifies the company Example: Fruit loops are made by? Kellogg's – trade name Kisses are made by: Hershey – trade name

Trade Character Personified brand mark given human form Example: Pillsbury Dough boy Fruit loops Toucan Sam Frosted flakes Tony

Trademark Legal protection of above Cannot be used by competitors Example: ™ ®

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Tour De France Moving Forward Zoo French International retail “crossroads” London Symphony Orchestra From one to another