Trademarkable devices that serve to identify and differentiate the brand

easily recognized and easily recalled

descriptive and persuasive

within and across product categories

flexible and updatable

fun and interesting; rich visual and verbal imagery

can be registered with appropriate legal bodies

fundamentally important choice because it often captures the central them or key associations of a product in a very compact and economical fashion

short names often facilitate recall because they are easy to encode and store in memory

brand names should be distinguished easier; discriminate between brands, and easier for consumers to learn intrinsic product information

also known as domain names

can range from corporate names or trademarks written in a distinct form, to entirely abstract designs

represents a special type of brand symbol - one that takes on human or real-life characteristics.

often very colorful and rich in imagery and tend to be attention-getting and quite useful for creating brand awareness.

short phrases that communicate descriptive or persuasive information about the brand

service is perceived as honest, genuine, cheerful, and domestic

customer is perceived service as charming, glamorous, and romantic

customer perceived service as daring and spirited

service is perceived as strong and tough

service is perceived as responsible, reliable, efficient, and dependable.

the ability to confirm prior to exposure when given the brand as cue

refers to the ability of the consumers to correctly generate and retrieve the brand in their memory.

the first brand that comes to mind when thinking of a particular product class without a cue.

when asked about a product category, the consumers are asked to list brands they know without any cues

when a customer is aided with a list of company names and he recognizes the company from the given set

the degree to which a consumer consistently purchases the same brand within a particular product class.

when customer repurchase a brand to situational constraints such as vendon lock in

exists when a customer have a high relative attitude toward the brand

customers' willingness to purchase product or service from the brand at any reasonable cost.