- A good brand name should:
- Brand management
- Why do brands matter?
- An exemple of successful brand management
A good brand name should: -be legally protectable (trademark, copyright) -be easy to pronounce (spell and written too) -be easy to remember and recognize (memorizable) -attract attention of people (target audience) -suggest product benefits or suggest usage -suggest the company or product image -distinguish the product's positioning from the competition Brand management -Created after a famous memo in 1931 by Neil H. McElroy, P&G manager -application of marketing techniques to a product, product line, or brand -Key process for a brand success or for a brands portfolio consistency An exemple of successful Brand management -Danone -4 brands represent more than 50 % of the total sales of the group: Danone, LU, Evian et Volvic -80% of international sales come from brands that are local market leaders