Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product.
A good brand name should:
be protected (or at least protectable) under trademark law
be easy to pronounce
be easy to remember
be easy to recognize
be easy to translate into all languages in the markets where the brand will be used
attract attention
suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection)
suggest the company or product image
distinguish the product's positioning relative to the competition.
be attractive
stand out among a group of other brands
be protected (or at least protectable) under trademark law
be easy to pronounce
be easy to remember
be easy to recognize
be easy to translate into all languages in the markets where the brand will be used
attract attention
suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection)
suggest the company or product image
distinguish the product's positioning relative to the competition.
be attractive
stand out among a group of other brands
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