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Brand Names in Marketing

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Why are brand names so important in marketing?

Provide examples of good and poor branding. Explain these selections. (Google "good and poor brand names" for help on these questions and be sure to cite the sources you use).

How does distribution influence your opinion of the brand, positive or negative? Give examples.

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This solution discusses brand names in marketing in 390 words. Three resources have been listed.

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Why are brand names so important in marketing?

Brand names, if chosen well, clearly position the company's products in the minds of the target market. There are three ways to position a brand; they tell the consumers something about the product's benefits and qualities:
1) Product attributes--this typically refers to the product's physical attributes.
2) Benefits of the brand--this refers to what the product does for the customer.
3) Beliefs and values of the brand--this refers to how the product will create value for the customer at an emotional level.

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A brand name might suggest something about the product's benefits and qualities. It should also be easy to pronounce, recognize, and remember and be capable of registration and legal ...

Solution provided by:
J Pye, MSc
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  • MSc, California State Polytechnic University, Pomona
  • MBA, University of California, Riverside
  • BSc, California State Polytechnic University, Pomona
  • BSc, California State Polytechnic University, Pomona
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