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Unformatted text preview: different products in comparison with substitutes and competitors.-Brand name-Trademark-Service mark Effects of Brand Name-Changes perceived quality and satisfaction Good brand name-Short and simple-Easy to spell/read-Easy to recognize and remember-Easy to pronounce-Pronounce in one way-Pronounce in all languages-Suggests product benefits-Meets packaging/labeling needs-No undesirable imagery-Always timely (fresh and new)-Adapts to all advertising mediums-Legal to use...
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This note was uploaded on 02/22/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.
- Fall '11