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