Know-How of Branding Products and Services in the Digital Space

By Dan Vivek Nathan MBA MSc B.A FCIM (U.K)

Written specifically for professionals of brand marketing and brand management and others wishing to do branding, this book presents a clear road map to branding/brand-naming their product(s) or service(s) in the digital space. The author considers the concepts of brand and branding/brand naming in the digital age and the factors likely to lead to brand-naming research, including the brand digital marketing.

The trademarks/brand names of most companies/businesses are poorly chosen, however, embroiling their owners and employees failing to capture the innovation of their potential consumers/customers. Branding/brand naming can play a decisive role in its success or failure. The company/business that employs a brand name that someone else is already using or a brand name too similar to someone else's face legal repercussions. This book provides know-how to choose legally defendable, strong, and effective brand names for one's company, business, product, or service.

The advent of the Internet and social media has transformed the global business world in which your company/business enjoy worldwide visibility undreamed of a few decades ago. However, you need to be more careful in choosing and protecting your trademarks and brands.

This book furnishes excellent step-by-step approach for registering a trademark, brand name, and branding a product or service of your company or business.

• Language: English
• Publisher: Newman Springs Publishing, Inc.
• Release date: Feb 20, 2023
• ISBN: 9798887632575

Book preview

Table of Contents

Title

Copyright

Foreword

Preface

Chapter 1: Introduction

Chapter 2: Concept of Brand and Branding

Chapter 3: Trademark and Service Mark

Chapter 4: Brand Naming Research

Chapter 5: Brand Name Development Strategy

Chapter 6: Global Brands and Global Branding

Chapter 7: Know-How of Brand-Naming Products

Chapter 8: Know-How of Brand-Naming Services

Chapter 9: Brand Management in Digital World

Chapter 10: Universal Aspects of Brand and Branding in the Digital Age

Chapter 11: Digital Brand Marketing

Chapter 12: Legal Aspects of Trademark and Service Mark and USPTO and WIPO

Glossary

Bibliography

About the Author

Index

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Know-How of Branding Products and Services in the Digital Space

Dan Vivek Nathan, MBA, MSc, B.A, FCIM (U.K)

Copyright © 2022 Dan Vivek Nathan, MBA, MSc, B.A, FCIM (U.K)

All rights reserved

First Edition

NEWMAN SPRINGS PUBLISHING

320 Broad Street

Red Bank, NJ 07701

First originally published by Newman Springs Publishing 2022

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system, without prior permission in writing from the publisher.

ISBN 979-8-88763-256-8 (Paperback)

ISBN 979-8-88763-386-2 (Hardcover)

ISBN 979-8-88763-257-5 (Digital)

Printed in the United States of America

Foreword

In this valuable book of branding products and services in the digital age, the author presents a clear and cohesive roadmap for branding products and services in the global digital economy. Companies are usually relying more on marketing management professionals from a growing number of global talent network—whatever they are called in your company (free agents, advertising agents, contractors, outsiders, outsources, or contingent workers). It's crucial to know how to brand name a product or service. In our globally digitalized world, it is essential that companies keep rejuvenating themselves through the new brand name development.

The author's comprehensive framework and branding methodology, his in-depth knowledge in marketing management and brand naming research, is outstanding in itself. This book provides a new platform for strategic brand name development approaches and techniques, and I trust it will find a particular place in the field of brand management for innovation in business.

I hope you enjoy this wonderful and important book on know-how of branding products and services in the digital space, and that you find it of great benefit as you lead in the digital age.

J. Williams,

Market and Marketing Researcher, Member of The American Marketing Association

Preface

Brand/branding and/or naming brand of products and/or services is the process of giving a meaning to a specific product and/or service/company/business by creating and shaping a brand in the mindset of consumers/customers. A plan of brand/branding or naming a product and/or service developed and designed by companies/businesses to help consumers/customers identify and experience their brand and give them a reason to select their products and/or services over their competitors. In essence, the goal of the companies/businesses is to attract and retain loyal consumers/customers by delivering a product and/or service that is lined up with what the brand promises.

The book, Know-How of Branding Products and Services in the Digital Space, is a unique resource for helping brand managers, brand-marketing professionals, and executives of branding/naming brands across the world, especially in the US, UK, Canada, European countries, and Australia. The book lays out road maps and frameworks to help you to perform registering trademarks, service marks, and brand names of companies/businesses. This book is developed and designed to make the underlying strategic frameworks accessible and easy to use. The book constitutes an easy-to-digest, step-by-step approach on the techniques of branding/naming brands.

Each chapter leads you toward a better understanding of the know-how of branding in the business world, the need for a new branding approach, and appropriate techniques to assist in the branding process in the digital age. The organization of this book is straightforward. The key characteristics of this book distinguishes it from other books on branding, brand management, and brand marketing. First, the book is organized sequentially around the branding or naming brand process:

Chapter 1: Introduction

Chapter 2: Concepts of Brand and Branding

Chapter 3: Trademark and Service Mark

Chapter 4: Brand Naming Research

Chapter 5: Brand Name Development Strategy

Chapter 6: Global Brands and Global Branding

Chapter 7: Know-How of Brand-Naming Products

Chapter 8: Know-How of Brand-Naming Services

Chapter 9: Brand Management in the Digital World

Chapter 10: Universal Aspects of Brand and Branding in the Digital Age

Chapter 11: Digital Brand Marketing

Chapter 12: Legal Aspects of Trademark and Service Mark and USPTO and WIPO

Chapter 1 provides the importance of brand and branding in the context of brand-marketing perspectives.

Chapter 2 discusses about the concepts of brand and branding in the context of brand marketing and digital brand marketing. The author points out the perceptions and how the brand resonates with mindsets of consumers/customers at a conscious and subconscious level. He also listed numerous brands available in the global market landscape.

Chapter 3 explains the importance of trademark and service mark, the difference of trademark and service mark, the trademark law, and how trademark and service mark are registered in respective countries.

Chapter 4 focuses on brand naming research in which the author describes how brand naming research is done.

Chapter 5 covers the brand development strategy in detail. The author emphasizes the importance of developing brand names. He says that choosing a brand name is one of the foremost important decision-making processes for marketing professionals.

Chapter 6 highlights the local brands and global branding. The author lists the valuable brands. He also covers the benefits in global branding.

Chapters 7 and 8 offer the know-how of brand-naming products and services. He emphasizes communicating to consumers/customers about the products and/or services and the strategic approaches to branding and naming products and/or services.

Chapter 9 underlines the brand management in the digital world. The author points out the vital role of digital technologies in brand management.

Chapter 10 focuses on universal aspects of brand and branding in the digital age, emphasizing on Internet and social media. He also lists steps involved in branding.

Chapter 11 explains digital brand marketing, a brand management technique that utilizes Internet branding to design and develop a brand over various digital venues.

Chapter 12 furnishes the legal aspects of trademark and service mark and USPTO. The author also covers the steps involved in international trademark registration.

My hope is that Know-How of Branding Products and Services in the Digital Space will provide you with an organized, succinct guide with a road map for branding/naming products and/or services.

Chapter 1

Introduction

Every company or business, from the smallest to the largest company or business, has to have a trade name. Every company or business therefore must deal with the selection of a brand name. Companies or businesses that manufacture products and offer services to the consumers/customers will have need of all classes of names in addition to their trade name; they will possess one or trademarks and one or more service marks.

The world of companies or businesses, names, and branding/brand naming is one jam-packed with problems, traps, and potential disaster for the careless. A well-chosen name with legal considerations becomes a valuable company or business asset that may come to the worth of literally millions or billions of dollars. In essence, in the business world the brand name of a successful product and/or service contributes greatly to its real worth.

So choose your brand name wisely. The more successful your selection in terms of its power and communication, the more effective your product and/or service will prove itself to be in the market landscape. All brand names used in businesses should be chosen with extreme care for the following reasons:

The effectiveness of the brand name may be decisive to the success or failure of the company or business.

The adoption of a company or a business brand name already being used by another company or business may, in itself, result in an infringement lawsuit.

Everyday brand names, such as Apple computer, identify the company for their consumers/customers, help consumers/customers find them, and keep consumers/customers coming back again and again.

This book is all about concepts of brand/branding, trademark and service mark, strategy for brand name development, global brands and global branding, know-how to do branding/brand-naming a product and/or service, and branding in digital world. My first objective in this book is to provide a compact presentation of concepts of brands and branding, and to learn how to brand a product or service business in the digital world.

The second objective is to furnish managing your brand in the digital world. The book is designed to consolidate the larger literature of the brand/branding or naming brands, and efficiently learn or review a road map of the know-how of the best methods of branding/brand-naming in the digital environment. So count on this book to guide you through the technique of branding/naming brands, and to lead you to better and stronger brand names that can compete among your competitors in the market landscape.

Chapter 2

Concept of Brand and Branding

The word brand, long before it attained today's meaning of brand marketing and digital brand