Generic name refers to the name of the whole class of the product. For example, a book, a wristwatch and Car. Generic names cannot be owned by anyone, not even by the firm who first introduced them. A brand is a name, term, sign, symbol, design or some combination of them, used to identify the products—goods or services of one seller or group of sellers and to differentiate them from those of the competitors. That part of a brand, which can be spoken, is called a brand name.
That part of a brand which can be recognized but which is not utter able is called brand mark. Brand mark appears in the form of a symbol, design, distinct colour scheme or lettering. Brand or part of a brand that is given legal protection is called trademark. Name of a flourishing product, used frequently by people to name an entire class of products. For example, Fridge (refrigerator), PC (desktop computer), were once special brand names but now refer to all brands under their particular type of products.
A good brand name should be short, simple to pronounce, spell, identify and remember; Should suggest the product’s benefits and qualities; be distinctive; be adaptable to packing or labelling requirements; be adequately flexible to accommodate new products; be capable of being registered and protected lawfully and have staying power i.e. it should not get out of date.