Vocabulary

Study the following vocabulary.

Brands and branding

brand – a trademark or distinctive name identifying a product or manufacturer (also known as a "mark" for example, Marlboro, Sprite, Gucci)

make – a brand that has the same name as the company that makes it (often used with cars, for example, Ford, Chrysler)

model – a particular type of a make of something (for example, Fo Mustang, Chrysler LeBaron, BMW 735i)
NOTE: it is also very common, in general English, to ask about the "type" or "kind" of something, as in…
What kind of beer is that? >>> Corona.
What type of computer is that? >>> Compaq.

brand awareness – the measure of how well-known a brand is to consumers (also called "brand recognition")

brand image – what people think of a brand, and the ideas and feelings that they associate with it (for example, "sporty", "strong", "feminine")

brand manager – the executive position responsible for a specific brand, including controlling its image and awareness, etc.

brand-conscious – describes someone who is concerned about buying and having well-known branded goods, and who may think that branded goods are somehow inherently better than non-branded ones

branding – the term for the process of creating new brands and promoting and maintaining them through advertising, design, etc.

branded goods – goods and products with a brand name (also known as "brand name goods") especially in the case of pharmaceutical drugs, exactly the same product, but without expensive packaging and advertising)

generic goods – goods or products without a brand name (often, especially in the case of pharmaceutical drugs, exactly the same product, but without expensive packaging and advertising)