CHAPTER 14 – Developing and Pricing Quality Products and ...

A brand name is the part of the brand that is a word, letter or group of words or letters comprising a name, and a trademark is a brand that has been given exclusive legal protection for the brand name and the pictorial design. 20. For the buyer, a brand name: a. assures quality. b. reduces search time. c. and adds prestige to purchase. ................
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