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Chapter_10_Glossary - Chapter 10 Glossary brand a name term...

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Chapter 10 Glossary brand a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products brand equity the value of company and brand names brand loyalty a consistent preference for one brand over all others brand mark the elements of a brand that cannot be spoken brand name that part of a brand that can be spoken, including letters, words, and numbers business product (industrial product) a product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other customers captive brand a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer’s affiliation co-branding placing two or more brand names on a product or its package consumer product a product bought to satisfy an individual’s personal wants convenience product a relatively inexpensive item that merits little shopping effort express warranty a written guarantee
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