Product planning
decisions about what features should be used in selling a business's products, services, or ideas
Product mix
the different products that a company makes or sells
Product line
group of closely related products manufactured or sold by a business
Product item
specific model, brand, or size of a product within a product line
line extension
Adding a product item to an already successful product line
product modification
Making a change to an existing product
Product width
the number of different product lines a business manufactures or sells
Product depth
the number of items offered within each product line
Brand
a name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors
Brand Name
word, group of words or letters that represent a product or service (Pepsi, Big Mac, Swiffer)
Trade Name
identifies and promotes a company or division of a particular corporation (Nike, Kellogg's, Disney)
Brand Mark
Visually recognizable unique symbol, coloring, lettering or other design element
Trade Character
brand mark that has human form
Trademark
when legal protection is provided by federal government for any of the above. The (C) or (*) symbol will appear.
Brand extensions
use of an existing brand to promote a new or improved product
Brand licensing
legal authorization for a company to use a trademarked brand (college named clothing)
Mixed branding
Combination of manufacturer, retailer or distributor for mutual benefit
Co-branding
Combining of one or more brands in a single product
Package
physical container or wrapping for a product
Label
an information tag, wrapper, seal or imprinted message that is attached to the product