BRANDS

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BMW

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OLD IS GOLD

 Raymond 1926
 Rooh Afza 1910
 Hamam 1940s
 Amrutanjan 1893
 Iodex 1850s
 Glycodin 1942
 Lifebuoy 1895
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BRAND NAME
Searching for a brand name is like search for a
wife/husband—there are lots of choices but the
best ones have already been taken.
 Based on persons name
Example: Ford, Khaitan, Bajaj, Honda etc.

 Based on locations
Example: Indian, Lloyds

 Other bases
Example: Nirma, Mercedes

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 SELECTING BRAND NAME

 Name communicating functions

Example: Boost, Aquaguard, Wipro-Jyothishi
 Name communicating specialty
Example: Opel, Ikon, Lancer
 Use of Acronyms
Example: BPL, MRF, AMUL, FIAT
 Use of Company mane
LG, Samsung, Sony

Brand Name

Company as brand name Strong Company Endorsement Weak Company Endorsement Individual Brand Name
E.g. Philips Cadbury’s Dairy Milk Kit Kat (Nestle) Ariel, Tide

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UMBRELLA VS INDIVIDUAL BRAND

 HLL
Individual Brands: Dove, Lux, Surf, Rin, Sunlight CloseUp, Pepsodent,
Nihar, Dalda etc.
Umbrella Brands: Kissan-Food Lines; Lakme-Cosmetics; Annapurna-
Raw food items

 NESTLE
Individual Brands: Nescafe, Maggi, Kitkat, Milo, Milkmaid, Cerelac etc.
Umbrella Brands: Maggi-Food items

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GOOD BRAND NAME
 It should be distinctive
(Kodax, Exxon)
 It should be simple
(Tide, Surf, Merc )
 It should be meaningful
(Zen, Esteem, VIP)
 Should be compatible with product
(GoodKnight, Fair & Lovely, Timex, Carefree, Walkman, Kundli)
 It should be registrable
(Indian Laws of Trademark & Copyright)
 It should be flexible
(Caterpillar Tractors-Caterpillar)
 It should be universally valid
(Nova-don’t go in European markets; Hyundai SUV-Terracan: Russian
word for Cockroach)
 There should not be excessive use of initials
(ICICI, BPL)
 Avoid new words
(Exxon)
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GENERIC BRANDS

Brand name that becomes so successful that it comes to be associated with

a particular product category
Example
• GE’s Frigidaire- Fridge
• Dalda - Vanaspatee Ghee
• Xerox - Photo copy
• Band Aid - Bandage
• Coca Cola - Thunda

Cellophane, Nylon, Fiberglass, Celluloid, Kerosene, aspirin have

become legally generic

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SYMBOL, TRADEMARK, LOGO
Symbols have entered the collective consciousness of global
consumers and have developed a unique set of associations:
Anchor: Hope
Cross: Christ, God
Crown: Honour, Glory
Heart: Affection, Love
Skull: Death
Umbrella: Protection

 Ashoka Pillar
Trademark is brand that is legally protected
Paul Rand, the legendary designer whose work includes IBM logo said it
little differently “ a trademark is created by a designer, but made or
unmade) by a corporation.
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LOGO TYPES

 Logos with strong wordmarks

Example: Coca Cola, Kit Kat, Dunhill

 Abstract Symbols
Example: Mercedes star, Rolex Crown, Nike Swoosh

 Logo to reinforce or embellish the brand naming

Example: Apple, Red Cross

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MASCOT

 A mascot may or may not be a part of logo of a brand.

 Example:
Maharaja-Indian
Amul- Amul Girl
Goody-Nerolac Paint
Ronald-Macdonald
Gattu-Asian Paints
Devil-Onida
Pengin-Kelvinator
Fido Dido-7UP

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Thank You

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