How does one analyze a product logo or package? According to consumer market studies, most purchases are made spontaneously, and an attractive package plays a key role in this process.
Sometimes a brand name stops fulfilling its functions, slows down brand development, or challenges brand personalization. Then, a company has to make a painful decision to change it.
Trademark registration is one of the steps toward the creation of a brand and increasing the loyalty of your target audience. After registration, you can use a TM freely: for example, sell it, place its name, logo, and corporate style on signs, or protect your company from counterfeits.
The term ‘brand architecture’ refers to a system of relations between trademarks in a company’s portfolio. Trademarks complement each other and support the company’s positioning.
Brand consulting is a set of recommendations that help a company secure the health of its trademark at all stages of its existence. During brand consulting, branding specialists use their experience and a number of research methods.
Every product in a company’s portfolio plays a certain role: some products attract customers, some generate marginal revenue, and some support a company’s image. With time, some products stop being profitable and have to be reconsidered. Identifying such products is the main goal of brand portfolio optimization.