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Branding 2 - Coggle Diagram
Branding 2
Trademark
Suggestive
Descriptive
Arbitrary
Coined
Generic
Formulation
Weak company endorsement
Ex.: Nestle (Kitkat, ...)
Strong company endorsement
Ex.: Apple (Iphone, ...)
Individual brand name
Company as brand name
Ex.: IBM
Process
1 Specifying objectives
2 Creation of candidate names
3 Evaluate candidate names
4 Choice of name
5 Trademark registration
Logos
Packaging & Labelling