Brand Ex­ten­sion

Consumer Voice - - Feature -

Strong trade­marks mean a com­bi­na­tion of pos­i­tive prod­uct at­tributes – mainly re­li­a­bil­ity and qual­ity. Brand­ing de­ci­sions for a new prod­uct cat­e­gory have to con­sider the ap­pro­pri­ate­ness of the fit be­tween the prod­uct and the trade­mark, in terms of as­so­ci­a­tion, at­tribute and con­no­ta­tion. And here, the gov­ern­ment is free to put com­pa­nies un­der a scan­ner to de­ter­mine if their um­brella brand­ing strat­egy is trans­par­ent and gen­uine. How­ever, brand ex­ten­sion across prod­ucts should be per­mit­ted, ex­cept when the pur­pose clearly is to en­cour­age con­sump­tion of a prod­uct whose pro­mos are pro­hib­ited by law.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.