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Branding, Packaging, labeling
Retail Selling
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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
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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
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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 ®,
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What are corporate symbols?
A corporate symbol is a firm’s name, logo, and/or trade characters.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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What are two contemporary packaging issues?
Cause packaging Environmental packaging
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Identify three kinds of information commonly found on product labels.
Labels often contain: a brand name, logo, ingredients, directions, and special promotional messages.
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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.
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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
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