五、 Equity and Brand Names 2. Brand names a great deal of equity an invaluable purchase motivator Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes Established brand names are valued possessions Great care to protect trademarks or copyrights Good brand names describe the virtue of the product or invoke some image Greese-off (a dishwashing product I Hate Peas(French fries made from peas) Gorilla Balls(vitamin-enriched malt balls for athletes) Fluff-off(static cling eliminator) Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name五、Equity and Brand Names 2. Brand names ⚫ a great deal of equity; an invaluable purchase motivator. Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol, Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes. ⚫ Established brand names are valued possessions Great care to protect trademarks or copyrights ⚫ Good brand names describe the virtue of the product or invoke some image Greese - off (a dishwashing product) I Hate Peas (French fries made from peas) Gorilla Balls (vitamin-enriched malt balls for athletes) Fluff-off (static cling eliminator) ⚫ Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name