What is the difference between a brand and a brand name? What are some of the mo
ID: 361434 • Letter: W
Question
What is the difference between a brand and a brand name? What are some of the most famous brand names and why? The brand Xerox is sometimes used geerically to refer to photocopiers, and Kleenex is used to refer to facial tissues. How can manufacuerers protect their brand name and why would they want tp do so?
What is the difference between a brand and a brand name? What are some of the most famous brand names and why? The brand Xerox is sometimes used geerically to refer to photocopiers, and Kleenex is used to refer to facial tissues. How can manufacuerers protect their brand name and why would they want tp do so?
Explanation / Answer
Difference between Brand and Brand Name
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. It can be put as “brand name” to refer to the name signifying the source of a product or service, and “brand” to refer to the perception customers have about that product or service
Source: http://whatis.techtarget.com/definition/brand
https://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#5f8389dd2a1b
Most Famous Brand Names
Apple
Microsoft
Coca-Cola
Amazon
Starbucks
GE
NIKE
Gucci
Lego
Boeing
Source: https://www.forbes.com/powerful-brands/list/2/#tab:rank
Reason for Brand Name Popularity
The reasons why some brands are popular when compared to others are
a. Leadership commitment
b. Resource availability to cater to marketing
c. Ability to differentiate from competitors
d. Collaboration with stakeholders
Great brands start with a compelling purpose and an appealing attitude. brand reputation determines the true value of brands. Successful brands answer three questions: why, how and what. Every organisation can easily show their customers how they operate and what they do. But successful brands are able to show why they do it.
Source: http://www.periniassociates.com/index.php/2012/10/09/brands-successful/
http://www.andrewiringa.com/why-some-brands-are-more-succesful-than-others/
How to Protect Brand Name
Companies trip over themselves to make their brands household names. But only a few brands become so engrained in the lexicon that they're synonymous with the products themselves. This so-called "genericization" can be both good and bad for companies like Apple, which must balance their desire for brand recognition with their disdain for brand deterioration. Companies have to actively monitor the market for signs of brand infringement.
This protection includes setting clear standards for how the brand is used and communicated from within, as well as from encroachment by others. It also means that business leaders should actively watch for negative stories and comments about the company and find a way to make it right. Several companies offer Internet monitoring of brand identity.
Xerox was the first company to market the photocopy machine. The function became synonymous with the name. It happened with Kleenex and Jello and others.
Xerox took specific steps to protect their trademark to prevent it from moving into the public domain. That is why we now call them photocopiers.
A company's biggest fear is that their brand name becomes so commonly used to describe a product that a judge rules that it's too "generic" to be a trademark. That means that any product — even inferior ones — can legally use the name. A brand usually is declared legally generic after a company sues another firm for using its name and the case goes to a federal court.
Reasons to Safeguard Brand Name
It's difficult to quantify how much revenue a company loses when its brand is deemed generic. But companies worry that it breeds confusion among consumers. To prevent their names from becoming generic, some companies use marketing to reinforce their trademarks.
Source: http://smallbusiness.chron.com/can-businesses-protect-brand-trademark-internet-2254.html
http://www.toledoblade.com/business/2012/04/09/What-happens-with-a-brand-name-becomes-a-common-noun.html
Related Questions
drjack9650@gmail.com
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.