Concept check
Date: 2015-10-07; view: 463.
Protecting Brands
The terms patent and copyright are often used in marketing. A patent protects an invention (a product), a chemical formula or a new way of doing something (a process) from imitation for a certain period of time. It cannot be renewed. A copyrightgrants creator of dramatic, musical and other intellectual properties or their heirs exclusive rights to their published or unpublished works for as long as the creator lives, plus fifty years.
1. Define the term ‘brand'.
2. Do the brand name and brand mark mean the same?
3. What are the two categories of branding?
4. What is the difference between manufacturer and private distributor branding?
5. Highlight the characteristics the brand name should have.
6. Say whether these statements are true or false. Correct the false ones.
| 1) The brand mark is that part of a brand that can be spoken. | T/F |
| 2) After registration, the trademark gives additional protection and exclusive use of a brand name. | T/F |
| 3) Manufacturer branding makes producers be concerned about product distribution and promotion. | T/F |
| 4) Retailers and wholesalers don't use private distributor brands as it leads to additional costs. | T/F |
| 5) No-name (generic)brands offer no guarantees of quality and are produced and sold inexpensively. | T/F |
| 6) Brand names should be registered and cannot be used by non-owners. | T/F |
| 7) There are several characteristics of a good brand name. | T/F |
7. How can a brand be protected?
| Key learning points · Product refers to anything capable of satisfying a need or want. It includes services, activities, people, places, organizations, and ideas. Physical products can be usually augmented by benefits such as customers advice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales services, and so on. · Products can be divided into consumer and industrial ones. Consumer products are subdivided into convenience, shopping, specialty and unsought goods. Industrial products are raw materials, major equipment, accessory equipment, component parts, process materials, and consumable supplies. · The product life cycle (introduction, growth, maturity , decline) is a useful concept to describe how products progress from introduction through to obsolescence. Line-stretching means lengthening a product line by moving either up-market or down-market. Line-filling is a business strategy that involves increasing the number of products in an existing product line to take advantage of marketplace gaps and reduce competition. · The brand name is that part of a brand that can be spoken – letters, numbers or words. The brand mark, or logo, is that part of a brand name that cannot be spoken and is most commonly a symbol, picture, design, distinctive lettering, color, or combination of these. |
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