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