A brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Procter & Gamble, considered by many to have created product branding, is a choice example with its many unrelated consumer brands such as Tide, Pampers, Abunda, Ivory and Pantene.
A good brand name should:
- be protected (or at least protectable) under trademark law.
- be easy to pronounce.
- be easy to remember.
- be easy to recognize.
- be easy to translate into all languages in the markets where the brand will be used.
- attract attention.
- suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection.)
- suggest the company or product image.
- distinguish the product's positioning relative to the competition.
- be attractive.
- stand out among a group of other brands.
1 comments:
The most common decision while starting a business is to decide a brand name. One good quality of the name is that it should explain to the world what business you are in or what your product does.
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