Explain the three components of a Brand.

Question

Accepted Answer

A brand has three main components:

**Brand name** is that part of a brand which can be vocalized or spoken. It is like naming a newborn child. Examples include Mercedes, Woodland, Asian Paints, Pepsi, Maggi, and Uncle Chips. A good brand name should be short, simple, easy to pronounce, noticeable, easy to recognize and remember, and pleasing when uttered.

**Brand mark** is that part of a brand which can be recognized but cannot be vocalized. It appears in the form of a symbol, design, or distinct colour scheme. For example, the 'Girl' of Amul, the 'Maharaja' of Air India, and 'Ronald' of McDonald's are brand marks that are visually identifiable but cannot be spoken.

**Trade mark** is a brand or part of a brand that is given legal protection against its use by other firms. It is essentially a legal term that protects the seller's exclusive right to use the brand name or mark. A trade mark guards against ditto imitations and ensures that competitors cannot copy or misuse the brand identity.