It is the ability of a
product to perform
its functions.
Product Quality
Types of product quality
— Quality level
— Product
consistency or
conformance
Features are a competitive
tool for differentiating the
company’s product from
competitors’ products.
Product Features
It is process of designing a
product’s style and
function
Product Style and Design
is the
element of a brand that
can be vocalized
Brand Name
the
element of a brand that
cannot be vocalized.
Brand Mark
Brand Name Selection
— suggest something about a
product’s benefits and qualities
—easy to pronounce, recognize, and
remember
—distinctive
—extendable
—can be translated easily
—capable of registration and
legal protection
Types of Brand Logos
- Monograms
- Word marks
- Pictorial marks
- Abstract Logo marks
- Mascots
- Combination Mark
- Emblem
Lettermarks. consists of letters, usually
brand initials
Monograms
Logotypes. Font-based logo that focuses
on business name
Wordmarks
icon or graphic-based logo
Pictorial marks
abstract geometric form instead
of being a recognizable image
Abstract logo marks
Logos that involve illustrated character
Mascots
combined wordmark/lettermarks and
a pictorial mark/abstract
mark/mascot
Combination Mark
consists of font inside a
symbol or an icon
Emblem
Brand Name Selection
Distinctive
Extendable
Can be translated easily
Capable of registration
Legal protection
