Analysis of 3 Brand Names: Rolex, Target, Lloyd and Taylor

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Essay 2: Analysis of 3 brand names 1. Rolex This brand is a great example of a fanciful or coined mark. Its name implies luxury (and apparently comes from a contraction of two French words meaning “exquisite clockwork”) and elegance. Also the logo with the crown supports that message. Rolex as a brand is another good example of crafted brand management. The name is very easy to remember and pronounce regardless of one’s country of origin. It’s very easy to read and do not bother the eyes. A great asset within the name is that the word is so unique that it can easily be protected so any counterfeit or dilution effort from competitors can easily be spotted. 2. Lord and Taylor This is an example of a descriptive mark because it uses the surnames of its founders. This is a great example where a brand’s name and logo is neither memorable, pleasant nor even easy to read (the logo). In my experience this is a weakness for the brand. For instance, the first few times I drove by the department store and looked at the logo I could not read what its name was nor figure out what was it about. I have noticed a mechanical tendency in which people tend to reject what is not familiar or hard to understand. That has been my case, thus I never felt attracted to become a customer of this brand (neither my wife). 3. Target This is a good example of an arbitrary mark. Its name has a common meaning that is actually conveyed in its logo, but it does not really have a relationship with a supermarket. I believe target is a good example of wise brand management. Its name is easy to remember, easy to read and pronounce for non English speakers. This name could easily be used in other countries and cultures. Its logo is quite simple but easy to remember It is placed all over the stores without really

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