Explain the difference between brand name and brand.

Explanation should include the concept that a brand name is the spoken part of a brand, which is used to distinguish a product from competing products. Explanation should also include other elements of the brand, such as brand marks, trade names, trade characters, slogans, trademarks, service marks, and personality. 

Process/Skill Questions:

• Why are trademarks used?
• What are examples of brand marks and brand characters?
• What are examples of trademark infringements?
• What are the potential consequences of using an established brand name without permission?