BRAND NAME AND PACKAGING CONSIDERATIONS - BRAND NAME AND...

BRAND NAME AND PACKAGING CONSIDERATIONS
BRAND NAME.
1. Reflects Brand Concept
a. The brand name should never contradict the essential attributes of the
brand concept. Ideally, the brand name should be supportive of this
concept, such as Slim Fast (a diet product), Coffee-mate (a non-dairy
creamer), Vitaminwater (a energy, health drink), UHaul (a truck rental
company), and Easy-off (an oven cleaner). If that is not possible, the
brand name should be neutral so that the desired meaning can be
created with advertising and promotion.
2. Simple.
a. The name should be simple and clear, easy to spell, write, pronounce,
and recognize. Purina Dog Chow, Aztec (a suntan lotion), Crest, Ritz,
and Hotpoint are good examples.
3. Distinctive
a. The name should be distinctive and not easily confused with other
brand names on the market either by sound or appearance. This avoids
trademark infringement and possible confusion.
4. Appropriate.
The name should be tasteful and avoid unpleasant connotations that may offend
consumers. There is no excuse for poor taste, particularly in marketing. The name