1. Brand Brand Name Trademark Generic Name Product Line Product Mix Individual offering Page 216

2. Co-Branding Two companies join to create a new product carrying both their brands.

3. Co-Branding Examples: McCains cake and KFC McDonalds & movie Mulan Pizza Hut & Pepsi Cereal box with other thing inside Pizza Pizza and Blockbuster video rental & Chocolate bar Cinelex Odeon and Blockbuster

4. A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT Something used to show customers that one product is different than the products of another manufacturer. WTGR Brand Page 216

5. Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. Page 216

6. A brand that has been given legal protection and has been granted solely to its owner. Trademark

7. Generic Name Brand Generic Goods National Brand Private Brand

9. National Brand products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese

10. Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese

13. 1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Brand Loyalty Categories Page 220

20. Most Valuable Global Brands Coca Cola $ 36 Billion Nescafe $ 11 Billion Kodak $ 10 Billion Microsoft $ 9.8 Billion Budweiser $ 9.7 Billion Kellogg's $ 9.3 Billion Brands Brand value Motorola $ 9.2 Billion Gillette $ 8.2 Billion Bacardi $ 7.1 Billion Marlboro $ 33 Billion Source: Financial World 14-2