1. QS#10: Give an example of a brand name, trade name, and brand mark.
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QS#10: Give an example of a brand name, trade name, and brand mark.

2. Branding, Packaging, Labeling
Chapter 31
Branding, Packaging, Labeling

3. Section 1: Branding What is a brand? Elements of Branding
Combination of name, term, design, symbol to represent a product/service
An identifying mark
Elements of Branding
Brand Name: product name (iPhone)
Trade name: company name (Apple)
Brand Mark: visual representation; logo
Trade Character: icon, character
Trademark: legal (US patent and trademarks)

4. Importance of Brands in Product Planning
Recognition and Loyalty (repeat customers)
Quality (customer expectations, select one brand over another)
Exposure (extends into market, new products, repositioning, customers more willing to purchase products from same brand)

5. Types of Brands National Brands Private Distributor Brands
Generic Brands

6. Branding Strategies Brand Extension Brand Licensing Mixed Brands
Adding a product to existing line
Brand Licensing
Use brand along with other companies (ex. NFL or Disney)
Mixed Brands
When a national brand makes a generic version
Co-Branding:
two brands working together to offer product

7. Section 2: Packaging Functions of Packaging Promotion and Selling
Mixed Bundling
Price Bundling
Identity
Information
Customer Needs
Safety
Blisterpacks
Protecting the Product

9. Contemporary Packaging Issues
Aseptic Packaging
Environmental Packaging
Cause Packaging

10. Labeling
Label
Brand Label
Descriptive Label
Grade Label