home Marketing Basics of Marketing - Kotler Philip

Basics of Marketing - Kotler Philip

Decisions on the use of stamps

When developing a strategy for marketing specific goods, the seller must decide whether he will offer them as vintage. The presentation of a commodity as a branded product can increase its value significance, and therefore such a decision is an important aspect of commodity policy.

But first we need to get acquainted with the terminology of this field of activity. Here is a transcript of some basic concepts of commodity-sign practice.

Mark - name, term, symbol, symbol, pattern or combination thereof, intended to identify the goods or services of one seller or group of sellers and differentiate them from competitors' products and services.

Brand name - part of the brand, which can be pronounced, for example, "Avon", "Chevrolet", "Disneyland", "American Express."

The brand symbol (emblem) is a part of a brand that can be identified, but it is impossible to pronounce, for example a symbol, an image, a distinctive color, or a specific font design. Examples are the image of a rabbit in the symbolism of the Playboy Corporation or the image of a lion in the symbols of the Metro-Goldwyn-Meyer studio.

A trademark is a trademark or a part thereof that is secured by legal protection. The trademark protects the exclusive rights of the seller to use the brand name and / or brand name (emblem).

Copyright - the exclusive right to reproduce, publish and sell the content and form of a literary, musical or artistic work.