Marketing Communications

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Marketing Communications
Promotion Planning And Techniques

BRAND PROTECTION PROCESS

Brand protection process should follow these steps:

1. REGISTRATION: Obtain trademark registration.


2. UPDATE MAINTENANCE FEES: To ensure the retention and continuous usage of the
   trademark, update payments of applicable annual taxes or maintenance fees in every market
   where the brand exists.


3. OBSERVE APPLICABLE TECHNICAL REQUIREMENTS: – Observe all technical
   requirements affecting designs, product information and application, needed in the
   maintenance of the trademark in all markets.


4. SATISFY LEGAL REQUIREMENTS: Satisfy all other legal requirements for brand
   protection in all markets where the brand exists.


5. REGULAR USAGE OF TRADEMARK: The trademark must be constantly used to ensure
   market prominence, and satisfy the mandatory universal requirement on usage.


6. PREVENT LOSS OF TRADEMARK IDENTITY: Make sure, the brand does not become
   so generic that is identified with the product itself. A loss of trademark can occur if the
   name becomes part of the language that is when members of the consuming public use
   the brand name to denote the product or its common function rather than producer of
   the product. For example, Aspirin used as a synonymous name of a type of pain killer, is
   generically a kind of analgesic tablet. SELLOTAPE, commonly used to identify packaging
   tape, is actually a brand name that has lost its trademark identity. These brand names have
   become synonymous with the product identity.


7. BRAND PROMOTION: A trademark must not be used in generic sense during promotion
   campaign. Promotional materials should reflect the proper usage and the public should be
   informed accordingly. Trademark could be differentiated with the registration symbol – ®
   plus footnote “registered trademark”.


8. FILE REGISTERED TRADEMARKS wITH CUSTOMS DEPARTMENT: This can help
   international marketer prevent counterfeiting.

CREATING A BRAND PERSONALITY AND FRANCHISE

Advertising is the major promotion tool for developing the brand. The advertiser has control over the
space or time in which advertisements are exposed to consumers or users of the product. The advertiser
can use campaign themes, copy, art treatments and production method that will emphasize the brand
name of his product and associate it with the desirable quantities and benefits wanted by a particular
advertising target. This creative function should be properly performed in order to achieve a brand
personality and franchise.