Scribd
Upload
86 views11 pages

Entrep Brand Name

A brand is a name, term, design, symbol or any other feature that identifies a seller's product or service. It differentiates the seller's product from competitors. A brand name consists of letters, words or numbers that can be read, while a brand mark is a symbol that is recognized visually but not verbally expressed. Establishing a strong brand provides advantages like making the product easy to identify, assuring quality, reducing price comparisons, adding prestige, and providing legal protection. When selecting a brand name, it should suggest the product or service, be easy to pronounce and remember, be simple and short, be distinct, and be legally protectable and adaptable for new products.

Uploaded by

CandyAnonymous
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
86 views11 pages

Entrep Brand Name

A brand is a name, term, design, symbol or any other feature that identifies a seller's product or service. It differentiates the seller's product from competitors. A brand name consists of letters, words or numbers that can be read, while a brand mark is a symbol that is recognized visually but not verbally expressed. Establishing a strong brand provides advantages like making the product easy to identify, assuring quality, reducing price comparisons, adding prestige, and providing legal protection. When selecting a brand name, it should suggest the product or service, be easy to pronounce and remember, be simple and short, be distinct, and be legally protectable and adaptable for new products.

Uploaded by

CandyAnonymous
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 11

BRAND NAME

BRAND

 Name or mark that is intended to identify the


seller’s product and differentiate it from the
product of the competitors.
 Consist of letters, words or numbers that can be
read or verbalized
BRAND MARK
 It is recognized by sight but cannot be expressed.
 It appears in the form of symbols designed in
distinctive lettering or colors
 Branding protects the company from imitation
and fake products
ADVANTAGES

 Brand make it easy to identify the product or


service
 It assures the buyer that they get the same quality
of products
 It reduces price comparison
 It adds prestige to the product of the seller
 It provides legal protection for the seller
 It helps in product market segmentation
SELECTING A GOOD BRAND NAME
 It should suggest about the product or service
 It must be easy to pronounce and remember
 It must be simple and short
 It must be distinct
 It must be adaptable to new company product that
may be added
 It must be capable of registration and legal protection
BRANDING STRATEGIES

 BRANDING WITHIN A PRODUCT MIX


- Separate name for each product
- The company name combined with the
product name

-The company name alone


 BRANDING FOR MARKET SATURATION
 Introduction of Line Extension
 Introduction of Brand Extension
 Intoduction of New Brand Name
REASONS FOR THE EXISTENCE OF BRANDS

 IDENTIFICATION- Brands enable consumers


to easily distinguish one product from another
 POSITIONING- It enables the owner to
communicate the benefits of product vis-à-vis
competition
 PROTECTION- Enables the owner of the brand
name to enjoy the goodwill associated with the
name so as not to be taken advantage by others
 The brand becomes the consumer’s simplifier of
choice
CRITERIA FOR CHOOSING A BRAND NAME
 DISTINCTIVE
 WORD ASSOCIATION – does it have pleasant meaning?
 LEGAL REQUIREMENTS – can it be registered?
 MEMORABILITY – can it be remembered easily?
 PRONOUNCEABILITY
 LIMITATIONS- is it too limiting to be used for
expansion?

You might also like