Lesson 8 Developing a Brand Name

Question 1

*refers to the name, design,
color, symbol, quality, features,
or a combination of these
elements that is intended to
identify the seller’s product and
differentiate it from the product
of the competitors.

Answer 1

Brand

Question 2

*Is the brand mark or symbol
that serves as the face of the brand.

Answer 2

Logo

Question 3

Is the memorable phrase that provides consumers with a quick indication of the product, brand, and market position.

Answer 3

Tagline

Question 4

What are the Tips in Choosing the Business Name

Answer 4

1. Easy to recall or remember
2. Pleasant meaning creates pleasant feelings
3. Easy to pronounce
4. Easy to spell
5. Related to the product

Question 5

The Business name must be understandable so it is easily stored in memory.

Answer 5

Easy to recall or remember

Question 6

It produces positive or favorable feeling upon saying or mentioning to the public.

Answer 6

Pleasant meaning creates pleasant feelings

Question 7

The business name must cited as freely as it can be.

Answer 7

3. Easy to pronounce

Question 8

The business name must be simple. Words that are used in everyday communication will be an advantage.

Answer 8

Easy to spell

Question 9

The business name must describe the product. It represents the features of the product.

Answer 9

Related to the product

Question 10

Enumerate the Advantages of Branding:

Answer 10

1. Brand make it easy to identify the product or service.
2. It assures the buyer that they get the same quality of products.
3. It reduces price comparison
4. It adds prestige to the product of the seller.
5. It provides legal protection for the seller.
6. It helps in product market segmentation.

Question 11

Starts with the
formulation of a
brand name for the
first single product
that the business
intends to make.

Answer 11

Branding Strategy

Question 12

What are the Branding Strategies

Answer 12

1.Umbrella Brand Approach
2.House Brand Approach
3.Line Extension Approach
4.Product Extension Approach

Question 13

All product of the
business carry the same
brand name. The
various product line are
not differentiated from
each other from the
perspective of the
brand name.

Answer 13

1. Umbrella brand approach

Question 14

Every product of the
same business has a
separate brand name
that distinguishes it
from the rest of the
company’s products.

Answer 14

2. House brand approach

Question 15

The existing product has
been modified or altered
resulting in a new product
or more products without
eliminating the original
product. The new
additional product must
be within the same
category.

Answer 15

3. Line Extension approach

Question 16

A new product carries
the brand name in a
new category. The new
or added product
appears to be totally
different from the old
or existing product line.

Answer 16

4. Product extension approach

Question 17

What are the Reasons for the Existence of Brands:

Answer 17

1.Identification
2.Protection
3.Positioning

Question 18

Brands enables consumers to
easily distinguish one product from another.

Answer 18

1.Identification

Question 19

It enables the owner of the brand
name to enjoy the goodwill associated with the
name so as not to be taken advantage by others.

Answer 19

2.Protection

Question 20

it enables the owner to communicate the benefits of his product vis-à-vis competition.

Answer 20

3.Positioning

Question 21

What are the Criteria for choosing a Brand name:

Answer 21

1. Distinctive
2. Word association
3. Legal requirement
4. Memorability
5. Pronounceability
6. Limitations

Question 22

is the brand closely associated with another product?

Answer 22

1. Distinctive

Question 23

does it have a pleasant meaning?

Answer 23

Word association –

Question 24

can it be registered?

Answer 24

Legal requirement –

Question 25

can your name be remembered easily?

Answer 25

Memorability

Question 26

can it be pronounced easily?

Answer 26

Pronounceability –

Question 27

is the brand name too limiting to be used for expansion?

Answer 27

Limitations