Marketing Starts From Naming

Many low-end products tend to say exactly what it is. On the other hand, high-end products are very subtle. Have you ever bought a crappy good carefully wrapped inside a sophisticated package? Well, more likely than not you weren’t careful.

The thing is there is a tiny market for a fancy looking crappy product.

In other words, having a fancy name does rarely fly for a low-end product. You should name your product for what it is. However, that doesn’t prevent you from growing a great brand name.

In retail, packaging does not only protect the goods but also express about the goods.

One important thing you learn from a package is the source of origin. Well, the source of origin goes far beyond just the country where it’s made. Literally anything to a certain extent including the names of a seller, a distributor, or a manufacturer can be marked on the package.

Have you seen “Designed in California” marking on Apple products? That speaks for how consumers perceive the source of origin information.

Let’s take a look at another example.

via MEME

Consumers of today are not just looking for a pair of pants. They always shop for their favorite pair of pants.

So, the source of origin is important.

I didn’t say anything can be written. In fact, it has to be truthful to begin with.

On the other hand, any trademark can be truthful as long as nobody else is using it. Well, that’s not entirely true because there are certain limitations to what can be a trademark. More to that later.

Nowadays, retailers are increasingly selling products under their store brand names. This trend reflects the fact that manufacturing technology affected goods is mature.

What does this tell you?

People are looking for a name they can trust unless they expect to find an exciting feature or technological advance inside. You should go for a trust-worthy name, and you should stick to it.

When you are using a unique name or phrase depicting your product, mark it with “TM” to give the public notice. You can always go for an Intend-To-Use trademark application although it’s only recommended case-by-case. When registered, you can put ® instead.

By Youngsik Jeon, Esq.

J.D. Chicago-Kent College of Law; Georgia & Illinois Bar Member; USPTO Registered Patent Attorney