Branding is an important component of the product planning process. A brand is a name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it form its competitors. A brand can be used to identity one product, a family of related products, or all products of a company.

Key Terms:
Brand
Brand name
Trade name
Brand mark
Trade character
Trademark
National brands
Private distributor brands
Generic brands
Brand extension
Brand licensing
Mixed brand
Co-branding
Package
Mixed bundling
Price bundling
Blisterpacks
Aseptic packaging
Cause packaging
Label
Brand label
Descriptive label
Grade level

*Discuss the nature, scope, and importance of branding in product planning
*Identify the various branding elements
*List three different types of brands
*Explain how branding strategies are used to meet sales and company goals