Trademarks and Packaging Chapter 21 Trademarks and Packaging

Overview of Brand Names Must be memorable Distinctive Easy to pronounce Durable Work globally

Brand Identity System Company’s name Trademarks Tagline Logo

Advantages of a Registered Trademark Claim of ownership Exclusive right to use Bring action in federal court Basis to obtaining registration in foreign countries

What is a trademark? A word, design, or combination used by a company to identify its brands and to distinguish it from others, and it may be registered and protected by law.

Basic Forms of Logo Designs Abstract symbols Logo types

Trademark Forms -- Dictionary Words

Trademark Forms – Coined Words

Trademark Forms – Geographic Names

Trademark Forms – Initials

Trademark Forms – Pictures

Trademark Forms – Pictures

Rabbit getting his Trix

Trademark Forms – Pictures

Trademark Forms – Pictures

Trademark Forms – Pictures

Trademark Forms – Pictures Fritio Advertisement

Trademark Forms – Pictures

Kellogg’s Sugar Pops Coco Krispies Kellogg's Corn Flakes Frosted Rice Corn Pops

Trademark Forms – Personal Names

Trademark Forms – Fictional Names

Trademark Forms – Historical Characters

Trademark Forms – Mythological Names

Trademark Forms -- Surnames

Selecting Brand Names Differentiate the product from competition Should describe the product when possible Name compatible with the product Be memorable and easy to pronounce Should be short, simple, unique, alliterative, and speakable

Forms of Trademarks Dictionary words Coined words Personal names Geographical names Initials and numbers Pictorial

General Trademark Rules Capitalize the trademark word. Use generic name after trademark. Do not speak of trademark word in the plural. Do not use trademark name in a possessive form, unless trademark is possessive.

Registration Notice ® Footnote referenced by an asterisk in the text or as a footnote, same page If trademark is used more than once, only do registration notice after first use

Service Marks When a company renders services, registered in Washington as a service mark Examples: United Airlines Marriott Hotels Xerox Kodak

Naming Development Process Describe what you are naming. Summarize what you want your name to do. Describe whom you are targeting with the name. List names (good and bad). Build a list of new name ideas. Combine name parts and words. Pick favorites. Conduct trademark search. Test name before using it.

Packaging Important point-of-sale merchandising tool Protect the package contents Must meet reasonable cost standards Must be easy to handle, store, and stock

Common Approaches to the Successful Use of a Package as a Marketing Tool Type of product, function of a package Type of marketing channels to be used Prime prospects for the product Promotion and advertising for the product and package Relationship to the other packages in the product line Typical consumer use of the product

Packaging and Color Influences Red = power and vitality Yellow = makes packages look larger Blue = cleanliness and purity White = fresh and light Black = elegant and sophisticated

Aspects of Assessing a Package Design Recognition Imagery Structure Behavior

Brand Identity Visual and verbal elements that help achieve the following attributes of a successful brand: Create recognition Provide differentiation Shape brand’s imagery Link all brand communication Be the proprietary, legal property of the company

Co-trends and Packaging Co-branding Co-advertising Co-packaging Special market packaging Promotional packaging