ARTICLE · 10 MAY 2017

Choosing An Effective Brand Name

Goldman Sloan Nash & Haber LLP

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Consumers are faced with a multitude of product choices. Typically they seek to reduce the complexity of their buying decisions by focusing on key pieces of information.

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Below is an excerpt from John McKeown's May 2017 Monthly IP Blog.

Brand Considerations

Consumers are faced with a multitude of product choices. Typically they seek to reduce the complexity of their buying decisions by focusing on key pieces of information. In order to influence the decision making process, a brand name should symbolize the image and values desired to be associated with the brand. The brand name chosen should reinforce the brand's desired positioning by associating it with attributes which will influence consumer buying behavior. The brand name should also assure the customer that the goods or services associated with it will be of the quality or value the customer has come to expect.

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