Mention any two characteristics of a Good Brand Name.

Answer – A brand identifies and differentiates a seller's offering through a name, term, symbol, design or combination. A brand name is the speakable part, such as Dunlop; a brand mark is the recognisable symbol or design; a trademark is a brand or part of it protected by law. Branding is the process of giving a product this identity.

Benefits to marketers: easier product differentiation; support for advertising and display; scope for favourable pricing when customers value the brand; easier introduction of new products under an established identity.

Benefits to consumers: easier identification and repeat purchase; assurance of a consistent expected quality; status or psychological satisfaction where relevant.

Good brand name: short and easy to pronounce, spell and remember; suggests benefits or qualities; distinctive; adaptable to packaging and advertising; suitable for different media and languages; capable of registration and legal protection; sufficiently enduring for future use.

A brand is valuable only when the actual product and service support its promise.