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BRAND NAME AND PACKAGING CONSIDERATIONS

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

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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
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