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A legal designation of exclusive use of a brand.
May include the brand name, logo, or other written, verbal or visual things that distinguish it from competitors
About 150,000 new trademarks areregistered with the U.S. Patent andTrademark Office each year
Manufacturer vs Private Label
1) Manufacturer Brands – Brands initiated by producers. AKA: “National Brands”
2) Private Label Brands – Brands initiated and owned by resellers. However, they are NOT manufactured by the reseller. Also called“store brands” and “house brands”.Increasing in popularity; represents 16% of sales in the USA.
Private Label Stategies
Premium Brands- Offer comparable or superior quality to the national brand, often at a slightly reduced price.
Copycat Brands – Imitate the manufacture’s brand in appearance & packaging but are sold at a lower price.
Exclusive Co brands – A brand that is developed by a manufacturer exclusively for a select retailer.
Using an existing brand to brand a newproduct in the same or different markets
When Brand Extension “overextends” and adversely affects consumer perceptions of the brand.
The practice of marketing two or more brands together on the same package or promotion.
How you package the various brands &segments of your business into a single,understandable entity.
Brands that represent the “Parent”corporation.
Family vs Individual Branding
1. Individual branding – keeping each brand separate. Ie: Sara Lee makes multiple brands like Hanes Underwear, L’eggs pantyhose, Ball Park franks, and Jimmy Dean sausage
2. Family Branding- Putting all brands under the same umbrella – ie: Kellogg’s Corn Flakes, Rice Krispies, Special K, etc.
3. Family-Endorsed Branding- Individual brands that have the strong and visible endorsement of their “parent” company. Ie: Kellogg’s Pop-Tarts, Eggo, & Cheez-Its are individual brands with “Kellogg’s” on the package.
Pros of Individual Branding
Insulates products from failures of other brands
Maybe best if products vary widely in type,targeting, and/or quality
Cons of Individual Branding
By far the most costly and risky
May requires thatyou also build a“corporate brand”as well