How Do You Build a Brand Name?-|||-What do Coca-Cola,Starbucks,Avis,Levis,and Cheerios have in common? They `re all brand names-|||--and more than likely,these brand names are familiar to you,your family,and your friends.Some of-|||-you may even be loyal? fans of one or more of these brands.-|||-Building a brand name is one of the most important marketing tools a busines -big or small-can-|||-s have.In fact,building a recognizable often determines whether product or service will succeed-|||-or fail,but brand names jus don`t become household words overnight`.It takes time for a quality product-|||-or service to build its brand identity-|||-The process of building a brand name or creating an identity for a product or service is not-|||-complicated, but it is challenging.There are three simple steps to building brand:choosing a name,-|||-id developing a slogan`,a designing a logo`o symbol-|||-The Name-|||-A brand name should be no more than one to three words at most.It should be casy to remember,-|||-uncomplicated,and casily associated"with the product, for example Sun In,a haircare product that-|||-lightens your hair color when you re in the sun.A brand name should reflect"your target market and-|||-is what your product is all about.-|||-The Slogan-|||-A slogan is a short,catchy phrase that in two to three words lets people know why they should buy-|||-the product or what the product can do for them.It should evoke lo positive and confidence in-|||-the brand and reflect the brand`s personality-|||-20 The Logo-|||-Logos are powerful symbols as long as they are used consistently`s and as often as possible.Like-|||-the slogan and the name, the logo should represent what the product is all about.It can be as simple or-|||-complex as you want,as long as it can be easily recognized and identified with that specific product.-|||-Name recognition is the name of the game when building a brand name or identity.A brand name or-|||-2s identity should be distinctive",standing out in the crowd that is otherwise known as "the competition".-|||-Develop a single overall "look"with your own color scheme"fonts",logos,and use it on letterhead-|||-invoices",advertisements,signatures,and business cards.-|||-Once you`ve decided on your brand name,don`t change or update it.Last but not least,don`t forget to-|||-register your brand name as a trademark with the Patent and Trademark Office.After all your hard work,-|||-an you wouldn`t want someone else to take your brand name and use it as their own,would you?-|||-Exercises-|||-A Answer the following questions according to the text.-|||-1.Why is building a brand name one of the most important marketing tools?-|||-Because it often detern rmines whether a product or service will succeed or fail.-|||-2.What are the three steps to building a brand?-|||-Choosing a name,developing a slogan,designing a logo or svmbol.-|||-3.How can you develop a single overall "look"for your brand and how can you use it?-|||-You can develop a single overall "look"with your own color scheme, fonts,logos,and you can-|||-use it on letterhead,imvoices,advertisements,email signatures, and bu siness cards.-|||-4.Should you often change or update your brand name?Why or why not?-|||-No,yon shouldn`t because customers can`recognize or memorice it if you often change or-|||-update your brand name-|||-5.Why should you register your brand name as a trademark?-|||-Because then nobody else can take your brand name or use it as their own.-|||-B Read the text again and fill in the blanks.-|||-1.A brand name should be easy to nemember_, umcomplical and easily-|||-associated with the product.-|||-2.Aslogan should evoke __ feelings and confidence in the brand and reflect the-|||-positive __-|||-brand`s personality-|||-3.Whether the logo is simple or complex, it should be easily recogwiced and identified the-|||-specific product.-|||-4. Name re cognition is the name of the game when building a brand name or identity.-|||-5.Once you ve decided on your brand name,don`t change or update it-|||-C Decide whether the following statements are correct or not.Put a "√"to-|||-the correct ones and a"x"to the incorrect ones.-|||-11.Building a brand name is the most important marketing tools only a big business can-|||-have.-|||-国2.The process of building a bra name is not only complicated but also challenging.-|||-3.You can use no more than one to three words at most for a brand name.-|||-8.In order to let people know why they should buy the product,the slogan may be long-|||-5 5.If you don`t like your brand name,you can change or update it.-|||-D Translate the following slogans into Chinese.Then try to design a slogan-|||-for any product you like-|||-1.Good to the last drop.-|||-滴滴香浓,意犹未尽-|||-2.Focus on life.-|||-猫准生活。-|||-__-|||-3.Impossible made possible.-|||-镜不可能变为可能 __-|||-4.Intelligence every where.-|||-智慧演绎,无处不在