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Branding (Brand Architecture and Naming (Brand Name Type (Meaningful /…

- - - - ie Apple Iphone
    - - ie - Nestle Shreddies
    - - ie Emirates
    - - ieButterkist popcorn (made by Tangerine confection
  - - - Fictitious word
        
        AXA
    - - Uses an existing word, but not relevent to field
        
        Amazon
    - - Infers nature of product
        
        Sunblest Bread
    - - Explains what product does
        
        Gutter cleaning of London
    - - Synonymous with product category
        
        Hoover
    - - Convey Meaning
        
        Joyce Principal
      - No Meaning conveyed
        
        Juliet Principal
  - - - Create candidate brand names
        
        Evaluate candidate brand names
        
        Choice of Brand Name
        
        Trademark Registration
- - - - Physique
        
        Physical features
      - Relationship
        
        Mode of conduct
      - Reflection
        
        Type of user
    - - Personality
        
        Character traits of the brand
      - Culture
        
        Ideology
      - Self-image
        
        How consumer pictures themselves
    - - Few words per facet
      - Different words for each facet
      - Strong Words
- - - - perceived affinity with other consumers of the brand