Brand Name Dominance

BRAND NAME DOMINANCE

The ultimate awareness level is brand name dominance where in a recall task most customers can only provide the name of a single product.e.g. Mediker, Amul Pizza, Amul Cheese spread. In order to avoid losing a trademark a firm should begin protecting it early in its life, starting with the selection of the name itself. Descriptive names such as pepper should not be used because they become harder to distinguish from the generic product and thus harder to protect. Sometimes it is helpful and even necessary to create a generic name so that the brand does not become one; the generic name copier helped Xerox protect its brand.