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Relationship between trademarks and brand The brand name is quite often used interchangeably within
"brand", although it is more correctly used to specifically denote written or spoken linguistic elements of
any product. In this context a "brand name" constitutes a type of trademark, if the brand name
exclusively identifies the brand owner as the commercial source of products or services. A brand owner
may seek to protect proprietary rights in relation to a brand name through trademark registration.
Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin
toilet tissue and Tony the Tiger of Kellogg's. Local Branding is usually done by the consumers rather than
the producers.

Types of brand names

Brand names come in many styles. A few include:

Acronym: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin'
Donuts

Evocative: Names that evoke a relevant vivid image like Amazon or Crest

Neologisms: Completely made-up words like Wii or Kodak

Foreign word: Adoption of a word from another language like Volvo or Samsung

Founders' names: Using the names of real people like Hewlett-Packard or Disney

Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad execs like
Betty Crocker

The act of associating a product or service with a brand has become part of pop culture. Most products
have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand
name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex,
which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively

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Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps
the customers to understand to which product or service category the particular brand belongs to and
what products and services are sold under the brand name. It also ensures that customers know which
of their needs are satisfied by the brand through its products.(Keller) 'Brand love', or love of a brand, is
an emerging term encompassing the perceived value of the brand image. Brand love levels are
measured through social media posts about a brand, or tweets of a brand on sites such as Twitter.
Becoming a Facebook fan of a particular brand is also a measurement of the level of 'brand love'

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The code by which the brand lives. The brand values act as a benchmark to measure
behaviors and performance

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Brand Platform The Brand Platform consists of the following elements:

ͻ Brand Vision The brand's guiding insight into its world.

ͻ Brand Mission How the brand will act on its insight.

ͻ Brand Values The code by which the brand lives. The brand values act as a benchmark to
measure behaviors and performance.

ͻ Brand Personality The brand's personality traits (See also definition for Brand Personality).

ͻ Brand Tone of Voice How the brand speaks to its audiences.

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Brand Positioning is what you do to the mind of the prospect. That is you create and build up brand
equity, which is the perceived value of the product position in the minds of consumers.

The core thought behind positioning is the idea that your product/ brand must occupy a particular
space continuously in the consumers mind.

Brand Positioning Statement

A statement that describes the "place" that a brand should occupy in the minds of target customers.
Focuses on the equities that meaningfully set a brand apart from the competition.

The power of Brand repositioning

Brands and companies are reinventing their business and positioning them for growth. There is constant
need to innovate, update .

Brand repositioning

1 Determining the current status of the brand

a| What differentiates our company and brand from the competition

a| What are the equity drivers of the company and the brand?
a| What are historical ways to communicate the company

2. What does the brand stand for today?

a| Identify the key growth areas for your brand, marketplace and industry oppurtunities
a| Looking at your positioning in the competitive landscape
a| Measuring the current equity of your brand

3. Developing the Brand positioning platform

a| Who do you want our brand to be?

a| What benefits will ti deliver to the consumer?

4. Refining the brand positioning and management presentation.

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A brand is a product, service, or concept that is publicly distinguished from other products, services, or
concepts so that it can be easily communicated and usually marketed

Why branding is so important?

People have many choices and less time. Most products have same quality and features. Buying choices
are based on trust.

Product and brand failures occur on an ongoing basis to varying degrees within most product-based
organizations. The primary goal is to learn from product and brand failures so that future product
development, design, strategy and implementation will be more successful.
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Gaining a better understanding of product failures is important to help prevent future failures. Studying
product failures allows those in the planning and implementation process to learn from the mistakes of
other product and brand failures. Each product failure can be investigated from the perspective Of
what,if anything, might have been done differently to produce and market a successful product rather
than one that failed. Studying the history of product failures may generate some insight into the reason
for those failures and create a list of factors that may increase the opportunity for success.

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A product is a failure when its presence in the market leads to:

| The withdrawal of the product from the market for any reason

| The inability of a product to realize the required market share to sustain its presence in the
market

| The inability of a product to achieve the anticipated lifecycle as defined by the organization due
to any reason

| The ultimate failure of a product to achieve profitability.

Failures are not necessarily the result of substandard engineering, design or marketing.

Based on critic͛s definitions, there are hundreds of ͞bad͟ movies that have reached ͞cult status͟ and
financial success while many ͞good͟ movies have been box office bombs.

Other premier products fail because of competitive actions.

Using these potential causes of a product or brand failure may help to avoid committing those same
errors. Learning from these ͞lessons͟ can be beneficial to avoid some of these pitfalls.

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| High level executive push of an idea that does not fit the targeted market.

| Overestimated market size.

| Incorrectly positioned product.

| Ineffective promotion, including packaging message, which may have used misleading or
confusing marketing message about the product, its features, or its use.
 | Not understanding the target market segment and the branding process that would provide the
most value for that segment.

| Incorrectly pricedͶtoo high and too low.

| Excessive research and/or product development costs.

| Underestimating or not correctly understanding competitive activity or retaliatory response.

| Poor timing of distribution

| Misleading market research that did not accurately reflect the actual consumer͛s behavior for
the targeted segment.
| Conducted marketing research and ignored those findings.
| Key channel partners were not involved, informed, or both.
| Lower than anticipated margins.

Something happens to break the bond between the customer and the brand. when brands struggle
or fail it is usually down to a distorted perception of either the brand, the competition or the
market.



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