Different stages a proposed product

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Select any one of the following starter bullet point sections. Review the important themes within the sub questions of each bullet point. The sub questions are designed to get you thinking about some of the important issues. Discuss ten characteristics of effective brand name creation. Then locate three established brands that meet at least five of the listed characteristics. Explain why you think these brands meet the selected five criteria. Support your choices with logical arguments.

Describe the different stages a proposed product will need to go through before it is commercialized.
Where will ideas for the new product come from, and how will you filter the different ideas?
Describe your criteria for selecting an idea to move to the next stage.
Design a flowchart for your proposed new product development process to serve as a guide to your discussion.
Develop a brand strategy for a hybrid car. To come up with a strategy, answer the following questions:
How will it be positioned relative to other plug-in hybrids currently under development or in the marketplace?
How will it be launched in the selected target market?
Describe what activities will be conducted to build the image of the brand.
search for academic articles to complete the following tasks:
Indicate the types of stakeholders involved in the new product development process.
Evaluate the impact of key inputs from stakeholder groups on new product development efforts.
Analyze the role these key stakeholder groups can play in contributing to the success of a new product.
Examine the persuasive strategies that can be used to enfranchise stakeholders in new product development projects.
Assess the key competitive advantages that information technology (IT) has delivered to the area of new product development.
Identify a relatively new product category, for example, tablet-sized phones (phablets). Then evaluate the brands among different companies competing in this category. Next, pick one of the companies and analyze how its brand coexists with the other products in the product line and in the overall product portfolio of the company. In the context of this company:
Analyze the use of single branding, family branding, and brand extension.
Discuss ten characteristics that you would use for effective brand name creation.
Suggest the appropriate marketing mix strategy—in terms of product, price, promotion, and place—for the product selected.

 

Sample Solution

  1. Short and memorable. A good brand name should be easy to remember and pronounce.
  2. Unique and distinctive. The brand name should be unique and stand out from the competition.
  3. Meaningful and relevant. The brand name should be relevant to the product or service being offered.
  4. Positive and aspirational. The brand name should evoke positive emotions and associations.
  5. Emotional and engaging. The brand name should be emotionally engaging and connect with the target audience.
  6. Transferable and scalable. The brand name should be transferable to different products and services, and it should be scalable as the company grows.
  7. Protectable and available. The brand name should be available for registration and protection, and it should not be too similar to other existing brands.
  8. Globally appropriate. The brand name should be appropriate for use in all target markets.
  9. Timeless and enduring. The brand name should be timeless and not easily dated.
  10. The cost of registering and protecting the brand name should be affordable for the company.

Here are three established brands that meet at least five of the listed characteristics:

  • Google: Google is a short, memorable, and unique name that is also meaningful and relevant to the company’s products and services. The name evokes positive emotions and associations, such as innovation and creativity. It is also transferable and scalable, as Google has expanded into a wide variety of products and services. The name is also globally appropriate and timeless.
  • Apple: Apple is another short, memorable, and unique name that is also meaningful and relevant to the company’s products and services. The name evokes positive emotions and associations, such as simplicity and elegance. It is also transferable and scalable, as Apple has expanded into a wide variety of products and services. The name is also globally appropriate and timeless.
  • Nike: Nike is a short, memorable, and unique name that is also meaningful and relevant to the company’s products and services. The name evokes positive emotions and associations, such as speed and power. It is also transferable and scalable, as Nike has expanded into a wide variety of products and services. The name is also globally appropriate and timeless.

I chose these three brands because they are all well-known and successful brands that have stood the test of time. They all meet at least five of the ten characteristics of effective brand name creation, and they are all examples of brands that have been able to build strong and valuable brands.

 

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