Introduction:
A basic decision in marketing products is Branding, in which
an organization uses a name, phrase, design, symbols, or combination of these
to identify its products and distinguish them from those of competitors of
these to identify its products and distinguish them from those of competitors.
A Brand name is name is any word, device (design, sound, shape, or color), or
combination of these used to distinguish a sellers goods or services. Some
brand names can be spoken, such as a Raymonds, Gini & Jony. A Sale promotion is another form of paid impersonal communication, which offer additional
value and incentive to the customer; it not only encourages the customers to
visit the store but also promotes trial and repeat purchases. Some of the popular
sales promotion activities are special events, in-store demonstration, coupons,
and contests. Publicity is an un-pain form of communications that provides
information about the retailer through the media. A trademark is a special kind
of brand. It is a brand duly registered with the registrar of trade marks under
the trade and Merchandise marks Act, 1958. thus when a brand is registered
under the special act, it is called a Trade mark. The registrar may allow the
use of any numbers, letters, words, symbol, emblem, design, picture set to use
as a trade mark. Trade mark has a legal recognition, legal sanction and legal
protection. A person misusing the trade mark can be sued in the court of law.
Normally, a trade mark is shown by the letter on the packets. Popular
examples of trademarks are Godrej, Vimal, Colgate, Bajaj, Cibaca etc
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About
the Author:
Ms.
Apurva Dhus is associated with Dept. of Textile science & Apparel Design,
Dr. B.M.N.College of Home Science.
This
paper was presented at Veermata Jijabai
Technological Institute (VJTI), Mumbai in the VASTRA 2010 a two day event
held on Feb 19th & 20th, 2010
