2 It should be easy to pronounce recognize and remember Short names help

2 it should be easy to pronounce recognize and

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2. It should be easy to pronounce , recognize , and remember . Short names help . Examples: Tide , Dove (soap), But longer ones are sometimes effective. Examples: " Love My Carpet " carpet cleaner. 3. The brand name should be distinctive . Examples: Google , Kodak , Exxon . 4. It should be extendable . Examples: Amazon.com 5. The name should translate easily into foreign languages . Before spending $100 million to change its name to Exxon, Standard Oil of New Jersey tested several names in 54 languages in more than 150 foreign markets. It found that the name Enco referred to a stalled engine when pronounced in Japanese. 6. It should be capable of registration and legal protection . A brand name cannot be registered if it infringes on existing brand names. Brand sponsorship: A manufacturer has four brand sponsorship options: 1. Manufacturer’s brand 2. Private brand 3. Licensed brand 4. Co-brand Manufacturer's Brands Versus Private Brands: Manufacturers' brands have long dominated the retail scene . In recent times , however, an increasing number of retailers and wholesalers have created their own private brands (or store brands) . For example : Sears has created several names—DieHard batteries. In the so-called battled of the brands between manufacturers' and private brands , retailers have many advantages : - They control what products they stock . - They charge manufacturers slotting fees . - Retailers price their store brands lower than comparable manufacturers' brands. 13 هثدحم هخسن 1/31/2012
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BE200 Summary Prepared by: Honey Bonny (( دمحموبأ To fend off private brands, leading brand marketers will have to invest in R&D to bring out new brands , new features , and continuous quality improvements . They must design strong advertising programs to maintain high awareness and preference . They must find ways to "partner" with major distributors in a search for distribution economies and improved joint performance. Licensing: Most manufacturers take years and spend millions to create their own brand names . However, some companies license names or symbols previously created by other manufacturers , names of well-known celebrities , characters from popular movies and books . For a fee , any of these can provide an instant and proven brand name . Almost half of all retail toy sales come from products based on television shows and movies names and character such as Sesame Street , Disney , Scooby Doo , Poke-man . The fastest - growing licensing category is corporate brand licensing , as more and more for- profit and nonprofit organizations are licensing their names to generate additional revenues and brand recognition. Corporate brand licensing is a form of licensing whereby a firm rents a corporate trademark or logo made famous in one product or service category and uses it in a related category . Co-Branding: Co-branding occurs when two established brand names of different companies are used on the same product . For example, Ford and Eddie Bauer co-branded to a sport utility vehicle .
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