Name, Logos & Taglines

Elements

Communicative Comprehensible Unique Legal Adaptable Neutral

Meaning & Feeling Cue Brand Strategy

Functional : Mr. Clean

Emotional : Femina

Establishes context of product

Pronounceable Understood easy Ideally: two syllables

Rin,Tide, Lee, Coke

Spelling uncomplicated Avoiding foreign origins

Veneta Cucine

Non Generic
TimesJobs, Naukrietc

Creative not clunky

Monsterjobs

Not necessarily descriptive

Starbucks

Registration Trademark The legality Checklist

Category
Tenure of registration Name/Design/Meaning

Copywrite

Role
Company Product

Brand Extension
Across product and brand extension

Avoid
Colloquialisms Urbanisms

Classical roots

Types

Driven by Objectives
Advertising Marketing Branding

Four Basic types

Functional Invented Experiential Evocative

Pros
Building a Company

Cons
Company names
Descriptive of offerings Smaller keyword pool Brand fade out More pressure on advertising

brand Brand equity around Company Brand and Product objectives

Driven by Company Vision : Subway Tagged on person: Adidas Based on Location: BMW

Eg: Audi A series

Foreign Roots
Greek/Latin Example
Alliant Abellon

Rhythmic base
Rhythm Usage/experience
Google Kleenex

Pros
Unique Easy to Trademark Considered serious Easier to register on

Cons
Expensive to create

domains No negative connotations

meaning Sanitized Image void Unemotional

Pros
Easy domain

Cons
Brand story expensive Long term functionality

registration Easily Trademarked Powerful marketing story Emotionally engaging

difficult to own

Pros
Builds on experience of

Cons
Difficult to trademark Less effective in the long

usage Not just descriptive

Nero Explorer Vs GoTo JustDial

run Not category specific

Safari/Explorer Webportal/SUVs

Commonality in

Builds imagery

positioning

Pros
Drives positioning Eg:
Trans World = functional United = experiential Virgin = positioning (Evocative)

Cons
Easily affected
Positioning changes Lack of sync between name and positioning

Theory of negativity
Virgin: different, confident, exciting, alive, human, provocative, fun Virgin: Inexperienced, irreverent, not serious

Strong differentiator Builds a strong brand identity Image larger than just function

Competitive analysis
Competitor positioning Common name type

Differentiation opportunities
Creating

Quantifying the tone and strength of brand Name

Distinctive Memorable Appropriate Practical /Scalable Creative

Graphic Designer: Carolyn Davidson,1971. Inspired by Nike, goddess of victory. Company was originally called Blue Ribbon Sports.

Logo was introduced in 1962. Designed by Jim Schindler. Schindler's work was conceived as a more stylish corporate symbol The McDonald's name was added to the logo in 1968

Designed by Milton Glaser in 1977

Designed by Joe Finocchiaro

Designed by Joe Finocchiaro

Designed by Stanford professor Vaughan Pratt in 1982 The letters u and n while arranged adjacent to each other look a lot like the letter S in a perpendicular direction. Its an ambigram

Designed by Phillipe Lenssen in 1999 Design goals: clearly differentiate from other search engines Be a search engine first and foremost Playfully simple, colors evoke child play but stray from color formality

Wordmark Letterform Mark Marks Abstract Emblems

Comprised of text only Unique typographical treatment Conveys the brand message

Usage of letterforms as a symbol

Designed by Chermayeff & Geismar

Visual form to convey a concept that is relevant to the brand message.

Complex mixture of pictorial elements and type

Literal and often pictorial representation of a company or product. Image a reference to the company or a brand attribute

Designed by Gotlieb Daimler, Created post merger of Benze & Cie and DMG Symbolizes the partnership showing dominance over air, water and land

Changed in the late 1999 Earlier was called the Bun Halves logo Changed to represent New menu, more variety Called the blue swirl logo

Company founded in 1897 Current logo designed by Raymond Loewy in 1967. Design process was 4 years and included tests on highway poles and interviewing motorists

Original logo was a mussel shell introduced in 1900 and replaced in 1904 by the first version of the scallop shell motif.

Original designed by Richard Runyan in 1973

Designed by Ron Wayne Represents inspiration and innovation

Designed by Rob Janoff 1977 Bite mark to symbolize seduction, knowledge, play on byte Rainbow colors (in different order), break from standard

Introduced in 1997 Minimalism, controversial, new millennium

1942-1954

1954-1959

1956-1961

1959-1975

1975-1979

1979-1986

Introduced in 1986 Designed by chermayeff & geisner Number of feathers representative Head looking forward

Use of Tagline in brand building

A set of words/phrase/line Tagged with the company/product/brand name. Represents the Brand personality Tied in with Positioning Builds easy Brand Recall Enables longevity of brand

Descriptive Functional Motivational

Highlights product attributes/Service Considered import by marketer Least effective category of taglines Example
Golden Heights: 124 High-end Luxury Apartments General Hardware: For All Your Hardware Needs!

Raid Insecticides: RAID kills bugs Dead!

Highlights key functionality Creates competitive advantage Appeals to rational buyer decision process Example
iPod : 1000 Songs in Your Pocket Wal-Mart: Always Low Prices, Always

Yellow Pages: Let Your Fingers do the Walking

Targets at an emotional plan Works on desires/aspirations/feelings For example

Nike: Just do it
IBM: THINK Crest: Look, Ma, No Cavities

Which Came First

Company tag Brand tag

Eg: Amul: utterly butterly delicious Amul: Taste of India VW: Das Auto VW Beetle: Recreating legends

Competitive Advantage Eg:

Coke: official sponsor of the World Cup

Pepsi: nothing official about it

IBM: Think Apple: Think differently

Avoid being too literal or bland Be simple, clear, succinct Avoid Cliches Dont be a copycat Always be true to your Brand Make it easy for understanding Never infringe copyright laws Never hurt social, national, and religious sentiments

A sign distinguishing goods or services produced or sold by one enterprise from those of other enterprises

Allows companies to mark a territory, expressing specific functions among similar products in the market.
Ensures that consumers can identify a line of products. Ensures extension of the mark through licensing or franchising process.

Global Brand Scoreboard

1.

COCA-COLA 67.52$ billion

2.
3. 4.

MICROSOFT 59.95$ billion

IBM GE 53.37$ billion 46.99$ billion

5.

INTEL

35.58$ billion

(German survey January 17, 2006)

Creating/selecting a trademark after CLEARANCE Avoid IP offices refusals or oppositions Protecting a trademark through national, regional registration system Maintaining a trademark Enforcing a trademark by Innovating

The exclusive right to use the mark

The right to prevent others from using an identical or similar mark for identical or similar goods or services The right to prevent others form using an identical or similar mark for dissimilar goods or services

The time it takes to register a tm

The costs associated with tm

The need for a trademark search

A trademark agent may be required Protecting at home and abroad Renewing your registration & paying fees

Use exactly as registered Protect TM from becoming generic

Monitor authorized users of the mark Review portfolio of trademarks An evolving trademark

Set apart from surrounding text Specify font, size, placement and colors Use as an adjective not as noun or verb Not plural, possessive or abbreviated form Use a trademark notice in advertising and labeling

May raise controversial legal problems

Conflict between trademarks and domain names

cyber squatting

Licensing
owner retains ownership and agrees to the use of

the TM by other company in exchange for royalties

Franchising: licensing of a TM central to franchising agreement.

The franchiser allows franchisee adapt company

methods

tm, know-how, customer

Selling/assigning TM to another company

merger & acquisitions/raising of cash