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A claim of property/company so no other company can claim your slogans or your name.
These trademark symbols mean that no other company can copy that specific item you put out.

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Brand marks are visual images, elements or symbols used to identify a brand and contribute to building and maintaining its image

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represents the stages that a product goes through during its life
each stage - marketers adjust their product mix/marketing strategies

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an alteration in a company's existing product

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-carry no company name, just product description
-cheaper but same quality as national brands

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A trade character is a representation of a person, animal, or other being that is personified and used to identify a company, brand, or product
ex: Dough boy, Ronald McDonald, and the Target Dog

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a group of closely related products manufactured and/or sold by a business
ex - all football cleats made by Nike

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Includes all the different kind of products that a company makes or sells
ex - nike makes clothes and shoes

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-owned by national companies
-generate the majority of sales for most product categories
-give impression of standard quality, performance, and status

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Product brands refer to the individual products of a company and are the foundation of its brand world

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a different product that appeals to somewhat different needs

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Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services

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-generic brands
-private distributor brands
-national brands or producer brands

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a type of product manufactured by a particular company under a particular name

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Brand Extension
-uses existing brand name to promote new or improved products
-dilution may become a problem

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steps
1 - generate ideas
2 - screen ideas
3 - write a business proposal
4 - develop the product

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Product positioning in relation to the competition

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Product positioning in relation to the competition

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product positioning refers to the inherent qualities that distinguish the item you're selling from comparable items marketed by your competitors

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-offer combination of manufacturer, store, and generic brands
-manufacturer will sell under a national brand, then sell extra to store to resell

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Product positioning by benefits is a form of marketing that presents the benefits of your product to a particular target audience

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the number of product items offered within each product line
- sizes
- prices
- colors
- styles
ex - the Nike soccer cleat line has a depth of 20 because they sell 20 different types of soccer cleats

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he positioning by product characteristics strategy relies on providing a superior product to the customers to have a better positioning

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-uses two or more brands to increase loyalty and sales for individual brands
build recognition for each, work best if products complement eachother

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the identity and value of a product or service that allow it to stand out in a competitive market

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-informational tag, wrapper, seal or imprinted message
-informs about contents and give directions

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-selling the product
-promoting the product
-communicating product identity
-provide information
-meet customer needs
-theft reduction
-ensure safe use
-protection

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the number of different product lines a business manufactures or sells
ex - Nike has a width of 4 (clothing, shoes, bags, equipment)

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Brand Label
-give name logo and trademark
Descriptive Label
-gives information about use, construction, care, performance, etc.
Grade Label
-give product quality
Food Label
-must contain weight, dating, and storage information

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the good, services, ideas, or a combination that provide satisfaction to a consumer
ex - goods are tangible

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-public outcry has lead to regulations on labels
FDA (Food and Drug Administration)
-requires labels to contain nutritional information
-requires health warnings on certain labels

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(Federal Trade Commission)
-responsible for ensuring labels are not deceptive
-monitors advertising
-requires care labels in clothing
-released guidelines for environmental claims