There are several very important factors that marketers must consider when selecting a brand...
1. The name should be easy for customers worldwide to say, spell and remember. Short and simple brands with the same word meaning worldwide usually satisfy this requirement, such as the laundry detergent, Cheer.
2. The brand name should indicate the products major benefits and suggest in a positive way the products uses and special characteristics; negative or offensive references should be avoided. Research shows that names that produce a positive benefit are more likely to be bought. Such as Dirtdevil which indicates it cleans up any dirt, versus a name that has nothing to do with cleaning, like the new vacuum, the Dyson ball.
3. The brand should e distintive. Without a distinctive brand, it will not stand out from all the other products. Marketers should find a brand name that is compatible with all products within there product line.
4. The brand should be designed so it can be used and recognized in all types of media. Whether through the radio, tv, or conversation the brand shouldbe easily recognizable. Such as the McDonalds, "golden arches."
Brand names are tricky and many companys have special teams that creat these names.
What do you think the best brand name or symbol is? Why?
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