Abstract
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
