MKTG 471 Lecture Notes - Lecture 40: Escalator
19 May 2018
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Marketing 471 Lecture 40
If the brand name will be used for a product line, it must be compatible with
other products in the line.
Should be designed to be used and recognized in all types of media.
Words, numbers, and letters are used to create some brand names.
To avoid negative connotations, marketers sometimes use fabricated words.
Brand names can be created internally either by department, by committee, or
suggested by individuals.
Branding a service has some additional dimensions:
The service brand and company name are usually the same.
Perceived by customers are having one brand name even if they offer several
products.
Frequently a service marketer uses a symbol along with a name to make the
brand distinctive.
Protecting a Brand
A marketer should design a brand that can be easily protected through
registration.
find more resources at oneclass.com
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Document Summary
If the brand name will be used for a product line, it must be compatible with other products in the line. Should be designed to be used and recognized in all types of media. Words, numbers, and letters are used to create some brand names. To avoid negative connotations, marketers sometimes use fabricated words. Brand names can be created internally either by department, by committee, or suggested by individuals. The service brand and company name are usually the same. Perceived by customers are having one brand name even if they offer several products. Frequently a service marketer uses a symbol along with a name to make the brand distinctive. A marketer should design a brand that can be easily protected through registration. A series of court decisions has created a broad hierarchy of protection based on brand type. Surnames and descriptive, geographic or functional names are difficult to protect.
