Key terms and definitions
| Term | Definition |
|---|---|
| Branding | The use of a name or logo to identify and give differentiated meaning to a product.14 |
| Brand equity | Enhancing the value of a brand based on elements such as brand awareness, perceived brand quality, brand associations and brand loyalty.14 |
| Brand licensing | ’Renting the brand equity to another company, which benefits from the association.' 21 |
| Brand sharing | ’When a brand name, emblem, trademark, logo or trade insignia or any other distinctive feature (including distinctive colour combinations) on a non-tobacco product or service is connected with a tobacco product or tobacco company in such a way that the tobacco product or company and the non-tobacco product or service are likely to be associated.' 22 |