Types of Brand Names
Example: American Airlines, Dunkin Donuts
What is Overt?
"I'm Lovin' It"
What is McDonald's?
Most Famous Checkmark
What is NIKE?
Marketing of two brands together for co-consumption, such as Oreo milkshakes at Dairy Queen.
What is Complementary Branding?
Symbolizes tranquility, health, freshness, stability, and appetite
Example: Subway, Starbucks
What is Green?
Contains words or word parts that convey what a company does
What is Implied?
"Open Happiness"
What is Coca-Cola?
Bullseye!
What is Target?
Proctor & Gamble offers a number of brands within a category, such as laundry detergent or body wash.
Example: Hallmark sells a cheaper version of greeting cards, Shoebox Greetings.
What is Flanker Brand?
Symbolizes aggressiveness, passion, strength, vitality, fear, speed, and appetite
Example: Coca-Cola, Nissan
What is Red?
Represent something unique, different, and memorable. The name does not reflect or imply what the company does
What is Iconoclastic?
"Snap! Crackle! Pop!"
What is Rice Krispies?
From A to Z with a smile :)
Group of related products sold under one name.
Example: Apple marketing all products under same logo/brand.
What is Family Brand?
Symbolizes femininity, innocence, softness, health, and youth
Example: Vineyard Vines, Taco Bell
What is Pink?
Captures the essence of what a company offers
What is Conceptual?
"Taste the Rainbow"
What is Skittles?
Three stars (hypocycloids) = three materials to make steel
What is the Pittsburgh Steelers?
Involves applying an established brand name on products or services not related to the core brand.
Example: Home Depot moving into a toys.
What is Brand Extension?
Symbolizes authority, dignity, security, faithfulness, heritage, corporate stability, and trust
Example: American Express, IBM
What is Blue?
Examples: Apple, Monster, Nike
What is Iconoclastic?
"Be All That You Can Be"
What is the US Army?
Beautiful Green Mythological Siren
What is Starbucks?
The placement of one brand within another brand, such as Intel processors in various brands of computers.
What is Ingredient Branding?
Symbolizes fun, cheerfulness, warmth, exuberance, health, and youth
Example: Nickelodeon, Firefox
What is Orange?