1、Is easy to pronounceIs easy to recognize and rememberIs short,distinctive,and uniqueDescribes the product,use,and benefitsHas a positive connotationReinforces the product imageIs legally protectableBrand NameBrandMarkBrand EquityThat part of a brand that can be spoken,including letters,words,and num
2、bers.The elements of a brand that cannot be spoken.The value of company and brand names.Awareness,quality,loyalty,patent and trademark.Brand StrategyLine ExtensionsBrand ExtensionsMultibrandsNew Brands Brand SponsorManufacturers BrandPrivate BrandLicensed BrandCo-brandingBrand Name SelectionSelectio
3、nProtectionBrandNo BrandManufacturers BrandPrivate BrandIndividualBrandFamily BrandCombi-nation IndividualBrandFamily BrandCombi-nationThe brand name of a manufacturer.A brand name owned by a wholesaler or a retailer.Also known as a private label or store brand.Using different brand names for differ
4、ent products.Marketing several different products under the same brand name.Line ExtensionGodrej Fair glow fairnessWashing machine.MultibrandsBrand ExtensionBrand RejuvenationBrand RelaunchBrand ProliferationNew Brands NameEx:ManikchandBrand NameExistingNewProduct CategoryExistingNewOn Linehttp:/htt
5、p:/IngredientBrandingCooperative BrandingComplementary BrandingAOLAOLOn Linehttp:/http:/Contain and ProtectPromoteFacilitate Storage,Use,and ConvenienceFacilitate RecyclingA classic labeling example.What about this label helps to sell the product?Click or press spacebar to ret urn.Persuasive Focuses on promotional theme Information is secondaryInformational Helps make proper selections Lowers cognitive dissonance Includes use/care个人观点供参考，欢迎讨论
