Branding E L 2

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There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power. This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image. This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture. The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people. The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant. As a result, the brand of the company becomes its most valuable asset. A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy. A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.

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Branding E L 2

1. Branding Challenges

4. Top 11 Brand Challenges

8. The Benefits of a Strong Brand

10. The Three Cs of Branding

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13.

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Branding E L 2

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