1. Branding

2. Trade Name Coca-Cola Lincoln-Mercury Kellogg’s TIME-WARNER:
Identifies the Company or Division of a particular corporation
Coca-Cola
Lincoln-Mercury
Kellogg’s
TIME-WARNER:

3. Brand Name Ivory Maxwell House Kellogg’s Fruit Loops LEVI’S
Word, Group of Words, Letters and/or Numbers
of a Brand (product) that can be spoken
LEVI’S
Ivory
Maxwell House
Coca-Cola Classic
Tylenol
Air Jordan
Cover Girl
Kellogg’s Fruit Loops

4. Brand Mark Part of the Brand that is a • Symbol • Design or
• Distinctive Coloring or Lettering

5. A Brand Mark given human form or characteristics
Trade Characters
A Personified Brand Mark
A Brand Mark given human form or characteristics

6. Trade Mark
Brand Name, Brand Mark, Trade Name or Trade Character that is given legal protection
NOTE: The TM stamp is used when rights are claimed but not officially register with the government