1. Branding, Packaging, labeling
Retail Selling

3. What is the difference between a brand name and a brand mark?
A brand name is a word or group of words that identifies a product and indicates a standard of quality and price. Example: Covergirl, Nike, Coca-Cola Classic, Tylenol A brand mark is a symbol or design with distinctive coloring and lettering. Example: USPS Eagle, Disney castle, Greyhound Bus greyhound silhouette

4. A trade character is a personified brand mark.
What is a trade character? Name at least three trade characters with which you are familiar.
A trade character is a personified brand mark.
Example: Keebler elves, Tony the Tiger (Frosted Flakes, Jolly Green Giant

5. Example: Kellogg’s Rice Krispies Treats ®,
What is a trademark?
A brand name, brand mark, trade character or a combination, given legal protection.
Example: Kellogg’s Rice Krispies Treats ®,

6. What are corporate symbols?
A corporate symbol is a firm’s name, logo, and/or trade characters.

7. Describe how brands are generated.
Brands are generated by employees, software programs, ad agencies, public relations firms, and naming consultants.
It is a creative, strategic project to make their products memorable and recognizable.

8. What is the difference between a national brand and a private brand?
A national brand is owned by the manufacturer.
Example: Pepsi, Kellogg’s, IBM
Private brands are owned by the wholesalers and retailers.
Sears owns the Craftsman brand tools. Home Depot offers Husky tools as their brand.

9. What are generic products?
Generic products are no-frills products that carry no brand name.
They cost less because they are not heavily advertised or promoted.

10. How does brand extension differ from brand licensing?
Brand extension uses a familiar or original brand name for other items in the product line.
Example: Offering new flavors for an established like, like cookies or soda.
Brand licensing is the legal authorization by a brand owner to allow another company to use the brand, logo, or trademark for a fee.
Example: Disney licensing for special toys and clothing.

11. When does a co-branding strategy work well for companies?
Co-branding works well if the company’s brands
complement each other
there is a customer benefit to the arrangement;
and each brand receives equal billing in advertisements, direct mail and other promotions.
Example: GM Credit Card: created by General Motors and MasterCard.

12. What is a mixed-brand strategy and why is it used?
The simultaneous offering of national, private, and generic brands which allows a business to reach several target markets, maintain brand loyalty, and increase the overall product mix offered by customers.
Union Carbide makes all 3 types of brands. However, Glad is the national, marketed brand.

13. What is the difference between a package and a label?
A package is the physical container or wrapping for a product.
A label is an information tag, wrapper, seal, or imprinted message that is attached to a product or its package.

14. What are two contemporary packaging issues?
Cause packaging
Environmental packaging

15. Identify three kinds of information commonly found on product labels.
Labels often contain:
a brand name,
logo,
ingredients,
directions,
and special promotional messages.

16. What does the nutrition Labeling and education act require?
The law requires labels to give information on how a food fits into an overall daily diet.

17. FTC = Federal Trade Commission FDA = Food and Drug Administration
Summarize the label guidelines released by the ftc concerning environmental claims.
The guidelines included definitions for environmental terms which could be used on labels.
FTC = Federal Trade Commission
FDA = Food and Drug Administration