1. Trademarks and Packaging
Chapter 21
Trademarks and Packaging

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

3. Brand Identity System
Company’s name
Trademarks
Tagline
Logo

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

5. 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.

6. Basic Forms of Logo Designs
Abstract symbols
Logo types

7. Trademark Forms -- Dictionary Words

8. Trademark Forms – Coined Words

9. Trademark Forms – Geographic Names

11. Trademark Forms – Initials

12. Trademark Forms – Pictures

13. Trademark Forms – Pictures

14. Rabbit getting his Trix

15. Trademark Forms – Pictures

16. Trademark Forms – Pictures

17. Trademark Forms – Pictures

18. Trademark Forms – Pictures
Fritio Advertisement

19. Trademark Forms – Pictures

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

21. Trademark Forms – Personal Names

22. Trademark Forms – Fictional Names

23. Trademark Forms – Historical Characters

24. Trademark Forms – Mythological Names

25. Trademark Forms -- Surnames

26. 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

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

28. 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.

29. 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

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

31. 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.

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

33. 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

34. 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

35. Aspects of Assessing a Package Design
Recognition
Imagery
Structure
Behavior

36. 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

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