Brand Identity: Name, Logo, Web Domain
3 factors to predict how much leverage will result from secondary associations
1) consumers' knowledge of the entity 2) meaningfulness of consumers' knowledge of entity 3) transferability of consumers' knowledge of entity
steps for creating a brand name
1) define branding objectives 2) brainstorm names 3) screen names for pre-existing trademarks and domains 4) evaluate remaining on brand name criteria 5) extensive research on final 5-10 names for all countries
6 criteria for choosing brand elements
1) memorability 2) meaningfulness 3) likeability 4) transferability 5) adaptability 6) ability to be protected
3 acceptable uses of another's trademarks
1) nominative fair use (we repair BMW cars) 2) comparative advertising (Mac v. PC) 3) parody
methods to protect trademark
1) use trademark as adjective followed by appropriate product noun (Google search engine) 2) use correct spelling and format of trademark along w/ trademark notice symbols
alliteration
Coca-Cola, Blackberry
onomatopoeia
Sizzler steaks, ping golf, bing search
phonetic devices
alliteration, onomatopoeia, plosives, fricatives
brand elements
brand name, logo, symbol, slogan, URL domain name, character, packaging
Federal Trademark Dilution Act 1995
broadens scope to dilution--> need only prove likelihood of dilution not actual dilution
Lanham Act of 1946 Trademark Infringement
exists when consumer confusion as to origin of trademark
legal hierarchy of trademark protection
fanciful, arbitrary, suggestive, descriptive, generic
plosives
hard stops: b's, p's, d's
ICANN
internet cooperation for assigned names and numbers
brand elements and build brand equity
meaningful, memorable, likeability
cons of fanciful brand names
no initial communication benefit, $$$ to create meaning
fricatives
soft sounds, smaller sounds, Swiffer
brand elements that maintain and leverage brand equity
transferability, adaptability, protectability
pros of fanciful brand names
transferable, adaptable, protectable, morphemes convey meaning
when is a domain name transferred to trademark holder
when... confusing similar to trademark no legitimate interest in domain name acted in bad faith in registering and using domain name