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Marketing Management Chapter 12

Marketing Management Chapter 12

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Published by: Soumya Jyoti Bhattacharya on Apr 20, 2010
Copyright:Attribution Non-commercial

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06/23/2013

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text

original

 
© SHH Kazmi, 2007
Excel BooksMarketing Management
Text and Cases
,
 
S H H Kazmi12-1Branding
,
Packaging & Labelling
 
Marketing Management
Text and Cases
Excel Books12-1
Branding
,
 Packaging &Labelling
12
Chapter 
 
© SHH Kazmi, 2007
Excel BooksMarketing Management
Text and Cases
,
 
S H H Kazmi12-2Branding
,
Packaging & Labelling
 A
merican Marketing
 Asso
ciati
o
n defined brand a
s
 
³a name,term, sign,symbol, or design, or a combination of them, intended to identify thegoods and services of one seller or group of sellers and to differentiatethem from those of competition.´ 
 
© SHH Kazmi, 2007
Excel BooksMarketing Management
Text and Cases
,
 
S H H Kazmi12-3Branding
,
Packaging & Labelling
 A
 
brand mark 
refer 
s
t
o
that part
o
f brand which i
s
n
o
t made up
o
f w
o
rd
s
, butcan be a
sy
mb
ol
 
o
r de
s
ign
s
uch a
s
 
s
w
oos
h mark
o
f Nike,
o
r G
ol
den
 A
rche
s
 
o
McD
o
na
l
s.
 
 A
 
trademark 
i
s
a
l
ega
l
regi
s
trati
o
n indicating the
o
wner¶
s
exc
l
u
s
iveright t
o
u
s
e a brand
o
so
me part
o
f brand
.
 
 A
 
trade name
i
s
the fu
ll
and
l
ega
l
 name
o
f a firm,
s
uch a
s
Maruti Ud
yo
g Ltd
.
, and n
o
t the
s
pecific name
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f apr 
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duct
.
 

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