Branding Principles and Strategies

A brand element that is unique, memorable, and easily recognized by consumers.

The ability of a brand element to be legally protected from unauthorized use.

A short, catchy phrase that summarizes the brand's core message or value proposition.

The process of designing and producing the containers or wrappers for a product.

A brand element that is easy for consumers to understand and relate to.

A URL (Uniform Resource Locator) is a unique address that identifies a specific resource on the internet, like a webpage or a file.

The process of naming a new product typically involves these steps:

1. Define Objective: Clearly state the goals for the product name.
2. Generate Names: Brainstorm a list of potential names.
3. Study Candidate Names: Analyze the names for relevance, memorability, and appeal.
4. Screen Initial Candidates: Narrow down the list based on criteria like uniqueness and legal availability.
5. Research the Final Candidates: Conduct thorough research on the chosen names to ensure they are not already in use and won't cause any legal issues.

A jingle is a short, catchy musical piece used in advertising to make a product or brand more memorable. It often incorporates the brand name and key selling points in a simple, repetitive way.

When choosing a brand name, focus on these crucial factors:

1. Memorable: The name should be easy to remember and recall.
2. Likable: The name should be appealing and evoke positive emotions.
3. Meaningful: The name should connect to the product's attributes and values.

The third step in brand naming procedures is 'Screen Initial Candidates.' This involves carefully evaluating the generated names based on specific criteria, like their uniqueness and legal availability, to narrow down the list.

A brand name should be short, easy to pronounce, and unique. It should avoid names that are already in use, sound similar to existing brands, or have unintentional double meanings.

The primary function of a brand's URL is to provide a unique online address that people can use to access the brand's website or online presence. It's like a specific location on the internet where the brand lives online.

A brand's character represents its personality and values, giving it a distinct identity and making it stand out from competitors. This includes its tone of voice, its values, and how it interacts with its customers.