A good brand name consists of the following characteristics.
(i) The name should be short and easy to spell, pronounce and remember. For example, Ponds, Rin.
(ii) A brand should suggest the benefits or qualities of the product and also suit its functions. For example, Boost, Fair & Lovely.
(iii) The name should be unique as well as adaptable to packaging and labelling requirements. It should also be adaptable to different mediums of advertising and languages.
(iv) A brand name should be versatile and should be able to adapt to the new products if introduced under the brand.
(v) It must be distinctive and capable of being legally protected.
