Branding and Trade-marks
Michael Stahl of Oxford Consulting wrote an article that appeared in today's London Free Press entitled Branding key to high-tech success. The article says branding is about creating an expectation of value and then delievering that value. Examples include Apple, Blackberry, and Dell.
The article talks about how to create a brand. It is a good read for any business.
Branding usually includes obtaining a trade-mark for the brand. There are some trade-mark principles that need to be considered before finalizing a brand - including not using a name that describes the product or service, and making sure there are no conflicting uses already in existence. A trade-mark lawyer or agent should be consulted early in the branding process while the brand name is being considered.
Read Michael's article (go to "news", then "publications", then the Sept 1 article)