brand adoption
The three classes in the Brand Adoption Process model.
What are awareness, trier, and repeater?
The degree to which consumers see a new brand as better than existing options.
What is relative advantage?
Requirement 4 says a good brand name should be memorable and easy to do this.
What is pronounce?
Microsoft's media player, chosen partly for its easy leap from the word "tune."
What is Zune
How long a U.S. patent generally lasts.
What is 20 years
The typical failure rate range for new brands
What is 35–45%?
Test drives, free food samples, and trial-size shampoo all show this.
What is trialability?
Names like Crusoe, Outback, and Healthy Choice that imply attributes or benefits.
What are suggestive brand names?
The naming firm that considered 4,500+ names before landing on Zune. →
What is Lexicon Branding?
The three types of U.S. patents.
What are utility, design, and plant.
Coupons, distribution, and price are the factors that affect this class.
What is the trier class?
Nike Shox's visible heel shocks and Dell's pink laptops show this
What is observability?
The "semantic kernels" of words, combined to create names like Compaq.
What are morphemes?
JetBlue's originally chosen name, already owned by Thrifty Rent-A-Car.
What is True Blue?
The 1995 law that protects trademarks from losing their distinctiveness.
What is the Federal Trademark Dilution Act?
The major determinant of repeat purchasing, which marketing can't make up for.
What is product satisfaction?
Horse meat in North America and twist-off wine caps struggle because of a lack of this.
What is compatibility?
Picking a meaningless name like Lucent so marketing can build meaning from scratch.
What is the empty-vessel philosophy?
The FAA rejected this proposed airline name because it's what planes do on runways.
What is Taxi?
A copyright protects not the idea itself but this.
What is the form in which it's expressed (also could be called the medium)
what personal form/tactic is used to promote brand awarness?
Word of Mouth
In Table 3.1, LaserGillette got negative scores on these two characteristics.
What are complexity and trialability?
In the ice cream study, this name beat "Frish" thanks to sound symbolism.
What is Frosh?
Coca-Cola's milk drink with a cow in sunglasses on the packaging, pulled after about 3 years.
What is Swerve
Robert Kearns won $10 million from Ford for infringing his patent on this invention.
What are intermittent windshield wipers?