Search results
Results from the WOW.Com Content Network
The process involved in product naming can take months or years to complete. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for protection. [1]
Multiple brands may divide the market and split efforts within one company; [6] Risk of undesired market cannibalism; Brand creation incurs a high cost in marketing, advertising and sales promotion; [7] Launching new products as their own brand is higher risk: new brands lack acknowledgement and customer loyalty and need to find recognition. [8]
Brand dominance occurs when, during brand recall tests, most consumers can name only one brand from a given category. [28] Brand dominance is defined as an individual's selection of only certain brand names in a related category during a brand recall procedure. [28]
A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers, a brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. [68]
4. Oreos. The off-brand Oreos don't seem to know what they're aiming for. Still, they try. And in these increasingly expensive times, some of them are the only way to attempt to satisfy an Oreo ...
“Brand-name products are most popular in the beverage aisle, with around 68% choosing brand names over store brand alternatives — even at a higher price point,” note Balagtas and Bryant.
A typical "no-brand" advertisement might simply put up the price (and indeed, brand managers may patrol retail outlets for using their name in discount/clearance sales), whereas on the other end of the extreme a perfume brand might be created that does not show the actual use of the perfume or Breitling may sponsor an aerobatics team purely for ...
In marketing, corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate ...