Chapter Seven Flashcards
Branding?
develops an image and customer loyalty for a product and company. Recognizable brands differentiate products and companies from competitors.
Brand?
A name, word or words, symbol, or design that identifies an organization and its products, i.e., Nike’s logo, the “swoosh”.
Brand Name?
a word or words, letters, or numbers representing a brand that can be spoken, such as “Gatorade” or “Toronto Maple Leafs.”
Trademark?
A device that legally identifies ownership of a registered brand or trade name.
Brand Equity?
the value a brand has beyond its actual functional benefits.
The top team today?
Dallas Cowboys
The top Althete today?
Ranaldo
The top events today?
Super Bowl
licensing?
AN AGREEMENT THAT GIVES A COMPANY THE RIGHT TO USE ANOTHER’S BRAND NAME FOR A
ROYALTY OR FEE.
product examples are ?
apparel
toys
sports
equipment
household items
food prodcuts
the benefit of licensing are;
- sponsorship
- endorsements
