Brand Licensing

Contractual arrangement whereby a marketer owning a brand name negotiates (for fee or percent of sales) with other companies to allow these companies to produce and supply products carrying the marketer’s brand name.

Brand Loyal (also Brand Loyalty)

Description given to customers who frequently and enthusiastically purchase a particular brand and are less likely to be enticed to switch to other brands compared to non-loyal customers.

Brand Mark

Represents a branding decision in which a design element, such as a symbol, logo, character or sound, is used to provide visual or auditory recognition for a product.

Brand Name

Represents a branding decision in which an individual product is named or a name is applied to a group or family of products.