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Marketing — Business Studies STD 12 Commerce — Question

CBSE BoardEnglish MediumSTD 12 CommerceBusiness StudiesMarketing6 Marks
Question
What are the characteristics of a good brand name? Explain.
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Answer

Brand: A brand is a name, term, sign, symbol, design or some combination of them, used to identify the products goods or services of one seller or group of sellers and to differentiate them from those of the competitors Choosing the right brand name is not an easy decision. What makes this decision important is the fact that once a brand name is chosen and the product is launched in the market, changing the brand name is very difficult. So, getting it right the first time is very essential.Following are some of characteristicc, of good brand name.
  1. The brand name should be short, easy to pronounce, spell, recognise and remember e.g., Ponds, VIP, Rin, Vim, etc.
  2. A brand should suggest the product’s benefits and qualities. It should be appropriate to the product’s function. e.g., Rasika, Genteel, Promise, My Fair Lady and Boost.
  3. A brand name should be distinctive e.g., Liril, Sprit, Safari, Zodiac.
  4. The brand name should be adaptable to packing or labeling requirements, to differentadvertising media and to different languages.
  5. The brand name should be sufficiently versatile to accommodate new products, which are added to the product line e.g., Maggie, Colgate.
  6. It should be capable of being registered and protected legally.

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