Brand name is the verbal component of a brand, e.g. Saffola, Maggi, Cadbury, etc.
Characteristics of a good brand name are as follows:
(i) Short and easy A brand name should be short, easy to pronounce, spell, recognise and remember, e.g. Vim, Ponds, Lux, etc.
(ii) Suggestive A brand should suggest the product's quality or benefit, e.g. Ujala, Fair and Lovely, etc.
(iii) Distinct A brand name should be distinct from the other brands present in the market, e.g. Liril, Sprite, Raymonds, etc.
(iv) Adaptable to packaging A brand name should be adaptable to packing and labelling requirements in different media and languages.