| Brand | A name and/or mark intended to identify and differentiate the product of one seller or a group of sellers.
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| Brand name | The part of a brand that can be vocalized-words, letters, and/or numbers.
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| Brand mark | The part of a brand that appears in the form of a symbol, design, or distinctive color or type of lettering.
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| Trademark | A brand that has been adopted by a seller and given legal protection.
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| Producer's brand | A brand that is owned by a manufacturer or other producer.
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| Middleman's brand | A brand owned by a retailer or a wholesaler.
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| Product counterfeiting | The unscrupulous placement of a brand name on a product without the legal right to do so.
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| Family branding | A strategy of using the company name for branding purposes.
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| Multiple-brand strategy | A strategy in which a firm has more than one brand of essentially the same product, aimed either at the same target market or at distinct target markets.
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| Cobranding | Agreement between two separate companies, or two divisions within the same company, to place both of their respective brands on a particular product or enterprise; also called dual branding.
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| Brand equity | The value a brand adds to a product.
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| Trademark licensing | A business arrangement in which the owner of a trademark grants permission to other firms to use the owner's brand name, logotype, and/or character on the licensee's products in return for a royalty on sales of those products. Same as brand licensing.
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| Packaging | All the activities of designing and producing the container or wrapper for a product.
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| Family packaging | A strategy of using either highly similar packages for all products or packages with a common and clearly noticeable feature.
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| Multiple packaging | The practice of placing several units of the same product in one container.
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| Label | The part of a product that carries information about the product and the seller.
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| Brand label | The application of the brand name alone to a product or package.
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| Descriptive label | The part of a product that gives information about its use, construction, care, performance, and/or other pertinent features.
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| Grade label | The part of a product that identifies the product's judged quality (grade) by means of a letter, number, or word.
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| Nutrition labeling | The part of a product that provides information about the amount of calories, fat, cholesterol, sodium, carbohydrates, and protein contained in the package's contents.
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| Product design | The arrangement of elements that collectively form a good or service.
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| Universal design | The design of products in such a way that they can be easily used by all consumers, including disabled individuals, senior citizens, and others needing special considerations.
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| C2C design | "Cradle to cradle" product design that seeks to recycle parts and components as much as possible.
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| Product color | The hue(s) given to a particular product, including its packaging.
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| Product quality | See quality.
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| Total quality management (TQM) | A philosophy as well as specific procedures, policies, and practices that commit an organization to continuous quality improvement in all of its activities.
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| ISO 9000 quality standards | The International Organization for Standardizations certification to assure that firms conform to specific standards in processes, procedures, operations, controls, and management.
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