Monday, January 11, 2010

A Brand


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:

Numaira Tariq said...

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.