Options on the "Brand Name"

 It Is Important Not the Brand ..?

In Marketing theory indicates that there are three main types of brand names:

1) Family Brand Name:
Dimama a family brand is used for all products. to build customer trust and loyalty toward the family brand, all products that use the trademark is very useful.
A good example includes brands in the food industry, including Kellogg's, Heinz and Del Monte. Of course, the use of the brand family can also cause problems if one product gets bad publicity or failure in the market. This can damage the reputation of various brands.

2) Individual brand names:
Individual brand name does not identify the brand with certain companies.
For example, take the case of Heinz. Heinz is a global leading food manufacturer with a strong family brand. However, many also operate a well-known brand name of the individual. Examples include Farleys (baby food), Linda MacCartney Food (vegetarian food) and the Weight Watcher's Meals (diet / slimming foods and supplements).
Why does Heinz use individual brand names when it has such a powerful brand family name? There are several reasons why a brand needs a separate identity - not associated with the brand name of the family:

• This product can compete in new market segments where failure could harm the family name of the main brands
• family brand name may not be positioned right for the target market segment. For example, the family brand name can be positioned as an upscale brand for affluent consumers.
• The brand may have been obtained, in other words he has established itself as a leading brand in the market segment. The fact that been acquired by a company with a strong family brand name does not mean that the brand was acquired to be changed.
(3) The combination of brand names:
A brand brings together a combination of family name brand and individual brand names. The idea here is to provide a number of associations for products with a strong family brand name but retain some distinctiveness so that customers know what they get.
Examples of brand name combination including Microsoft XP and Microsoft Office in the personal computer software and Heinz Tomato Ketchup and Heinz Pet Foods.
What are the features of a good brand name?
Brand names should be chosen carefully because the name gives a lot of information to customers. The following list contains the considerations that must be made before making the final selection of brand name:

Criteria A good brand should:
• Evoke positive associations
• Be easy to pronounce and remember
• Suggest product benefits
• Be specific
• Use figures when emphasizing technological features
• Not violate any registered brand names