Below are this chapter's featured key terms. The textbook's full glossary is also available for online searching.
 

brand equity	The added value a given brand name gives to a product beyond the functional benefits provided. (See page(s) See page 307 in your textbook.)
brand name	Any word, device (design, shape, sound, or colour), or combination of these used to distinguish a seller's goods or services. (See page(s) See page 306 in your textbook.)
brand personality	A set of human characteristics associated with a brand name. (See page(s) See page 307 in your textbook.)
branding	Activity in which an organization uses a name, phrase, design, or symbols, or combination of these, to identify its products and distinguish them from those of competitors. (See page(s) See page 306 in your textbook.)
co-branding	The pairing of two brand names of two manufacturers on a single product. (See page(s) See page 312 in your textbook.)
downsizing	Reducing the content of packages without changing package size and maintaining or increasing the package price. (See page(s) See page 318 in your textbook.)
euro-branding	The strategy of using the same brand name for the same product across all countries in the European Union. (See page(s) See page 318 in your textbook.)
generic brand	A no-name product with no identification other than a description of contents. (See page(s) See page 313 in your textbook.)
label	An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients. (See page(s) See page 313 in your textbook.)
licensing	A contractual agreement whereby a company allows another firm to use its brand name, patent, trade secret, or other property for a royalty or fee. (See page(s) See page 309 in your textbook.)
manufacturer branding	The producer dictates the brand name using either a multiproduct or multibranding approach. (See page(s) See page 311 in your textbook.)
market modification	Strategy in which a company tries to find new customers, increase a product's use among existing customers, or create new-use situations. (See page(s) See page 304 in your textbook.)
mixed branding	A firm markets products under its own name and that of a reseller because the segment attracted by the reseller is different from its own market. (See page(s) See page 313 in your textbook.)
multibranding	A manufacturer's branding strategy giving each product a distinct name. (See page(s) See page 312 in your textbook.)
multiproduct branding	A company uses one name for all products; also called blanket or family branding. (See page(s) See page 311 in your textbook.)
packaging	Any container in which a product is offered for sale and on which label information is communicated. (See page(s) See page 313 in your textbook.)
private branding	When a company manufactures products but sells them under the brand name of a wholesaler or retailer (often called private labelling or reseller branding). (See page(s) See page 313 in your textbook.)
product class	The entire product category or industry. (See page(s) See page 302 in your textbook.)
product form	Variations of a product within the product class. (See page(s) See page 302 in your textbook.)
product life cycle	The stages a new product goes through in the marketplace: introduction, growth, maturity, and decline. (See page(s) See page 296 in your textbook.)
product modification	Altering a product's characteristic, such as its quality, performance, or appearance, to try to increase and extend the product's sales. (See page(s) See page 304 in your textbook.)
trade name	A commercial, legal name under which a company does business. (See page(s) See page 306 in your textbook.)
trademark	Identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use. (See page(s) See page 306 in your textbook.)
trading down	Reducing the number of features, quality, or price. (See page(s) See page 305 in your textbook.)
trading up	Adding value to a product (or line) through additional features or higher-quality materials. (See page(s) See page 305 in your textbook.)
warranty	A statement indicating the liability of the manufacturer for product deficiencies. (See page(s) See page 317 in your textbook.)