The Process of Creating a New Brand Name for a Fruit Variety: A Review and Suggested Improvements

In an effort to protect intellectual property beyond patent and plant breeders’ rights and as a marketing tool to increase and maintain sales, the creation and trademarking of brand names for fruit is growing and gaining importance in the fruit industry. New fruit varietals, especially from long-liv...
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Autor*in:	Jennifer Arthur [verfasserIn] Masoumeh Bejaei [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2022

Schlagwörter:	brand name creation fruit brand name fruit marketing fruit trademark

Übergeordnetes Werk:	In: Horticulturae - MDPI AG, 2017, 8(2022), 11, p 990
Übergeordnetes Werk:	volume:8 ; year:2022 ; number:11, p 990

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc

DOI / URN:	10.3390/horticulturae8110990

Katalog-ID:	DOAJ015507963

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title	The Process of Creating a New Brand Name for a Fruit Variety: A Review and Suggested Improvements
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title_auth	The Process of Creating a New Brand Name for a Fruit Variety: A Review and Suggested Improvements
abstract	In an effort to protect intellectual property beyond patent and plant breeders’ rights and as a marketing tool to increase and maintain sales, the creation and trademarking of brand names for fruit is growing and gaining importance in the fruit industry. New fruit varietals, especially from long-lived tree fruits and vines, take many years of research to develop and bring to market. Differentiating what is essentially a commodity product is difficult, especially given bulk sales and packaging limitations. A distinctive brand name can be a powerful method of differentiating a new fruit from its competitors. To the best of our knowledge there has not been any study examining the process of brand name creation for fruits. This English language literature review examines the brand name creation process overall. A step-by-step process is discussed and situated in the context of fruits. Research on the overall process is dated: We propose a new preliminary research step to improve the process and discuss the need for future research on the role of the Internet and social media in the naming process. An overview of trademark considerations is provided. Knowledge of this process will assist breeders and marketers with brand name creation whether achieved internally or through an external agency or combination thereof.
abstractGer	In an effort to protect intellectual property beyond patent and plant breeders’ rights and as a marketing tool to increase and maintain sales, the creation and trademarking of brand names for fruit is growing and gaining importance in the fruit industry. New fruit varietals, especially from long-lived tree fruits and vines, take many years of research to develop and bring to market. Differentiating what is essentially a commodity product is difficult, especially given bulk sales and packaging limitations. A distinctive brand name can be a powerful method of differentiating a new fruit from its competitors. To the best of our knowledge there has not been any study examining the process of brand name creation for fruits. This English language literature review examines the brand name creation process overall. A step-by-step process is discussed and situated in the context of fruits. Research on the overall process is dated: We propose a new preliminary research step to improve the process and discuss the need for future research on the role of the Internet and social media in the naming process. An overview of trademark considerations is provided. Knowledge of this process will assist breeders and marketers with brand name creation whether achieved internally or through an external agency or combination thereof.
abstract_unstemmed	In an effort to protect intellectual property beyond patent and plant breeders’ rights and as a marketing tool to increase and maintain sales, the creation and trademarking of brand names for fruit is growing and gaining importance in the fruit industry. New fruit varietals, especially from long-lived tree fruits and vines, take many years of research to develop and bring to market. Differentiating what is essentially a commodity product is difficult, especially given bulk sales and packaging limitations. A distinctive brand name can be a powerful method of differentiating a new fruit from its competitors. To the best of our knowledge there has not been any study examining the process of brand name creation for fruits. This English language literature review examines the brand name creation process overall. A step-by-step process is discussed and situated in the context of fruits. Research on the overall process is dated: We propose a new preliminary research step to improve the process and discuss the need for future research on the role of the Internet and social media in the naming process. An overview of trademark considerations is provided. Knowledge of this process will assist breeders and marketers with brand name creation whether achieved internally or through an external agency or combination thereof.
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