Professional Documents
Culture Documents
Slide 1
Chpt 10 -
Product Mgmt
Trademar Generic
k Name
Page 216
Individual
offering
Part 4 - Products
Slide 2
Chpt 10 -
Product Mgmt
Co-Branding
Co-Branding
Examples:
Brand
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive
offerings. TEXT
Trademar
k
A brand that has been given legal protection
and has been granted solely to its owner.
Part 4 - Products
Slide 7
Chpt 10 -
Product Mgmt
National
Brand
Private
Brand
Generic Name
Brand Generic
Goods
Part 4 - Products
Slide 8
Chpt 10 -
Product Mgmt
National
Brand
products that carry the name of the
manufacturer
Private
Brand
Generic Name
Brand
A brand name over which the original owner has lost
exclusive claim because all offerings in the associated
class of products have become generally known by the
brand name (usually that of the first or leading brand in
that product class). TEXT
Page 220
Part 4 - Products
Slide 14
Chpt 10 -
Product Mgmt
Page 220
Part 4 - Products
Slide 15
Chpt 10 -
Product Mgmt
Terms
brand trademark
logo copyright
Part 4 - Products
Slide 22
Chpt 10 -
Product Mgmt
trademark
• a brand that has been given exclusive
legal protection - name and the
design
copyright
• music, or words that are given legal
ownership by the author
Part 4 - Products
Slide 23
Chpt 10 -
Product Mgmt
Brand Strategy
1. Manufacturers’/ National
a) Family
b) Individual
2. Private - page 222 - see slide 31
3. Generic - page 223 - see slide 31
Page 221