3. Brand Name
Can be a word, group of words, letters
or numbers that represent a product or
service. (Should be easily
recognizable.)
Example: Pepsi, Pop-Tarts, Big Mac
4. Trade Name
Identifies and promotes a company
It is the legal name the company uses
to do business.
Example: Nike, Dell, Proctor & Gamble
5. Search Results
Brand Mark
A brand that incorporates a unique
symbol, coloring, lettering, or other
design elements. (Recognized
visually.)
Example: US Postal service’s (eagle)
Apple Computer’s (apple)
Nike’s (swoosh)
6. Trade Character
Takes on human form or a character.
Example: Jolly Green Giant
Pillsbury Doughboy
Keebler Elves
7. Functions of Packaging (See
page 662)
Promotes product
Provides information, features &
benefits
Protects the product
8. Mixed Bundling
The practice of packaging
complimentary products and services
together.
*Shampoo & Conditioner
*T’Shirt/Hat (Gander Mountain)
10. Cause Packaging
Using packaging to promote social and
political causes.
Example: Ben & Jerry’s: Save the
Rain Forests
11. Price Bundling
Occurs when two or more similar
products are placed on sale for one
package price.
Bath & Body (Package many items
together—soaps, body wash, etc…)
12. Blisterpacks
Tamper-resistant packages that are
preformed plastic molds surrounding
individual items arranged on a backing.
(Drugs, food, cosmetics, etc…)
See page 665. (New Grapemelon gum)
