Consumer Grievance
Mrs. Maggie sent a jacket to a Clear and Clean Dry cleaners pvt. ltd. (A well reputed brand Name) in January 2022. The jacket was purchased at a price of Rs. 45,000. She had previously sent the jacket for dry cleaning by Shine Dry Cleaners and the jacket was cleaned well. However, she noticed that her jacket had white discoloration marks when she collected the jacket this time. On informing the dry cleaner, Mrs. Maggie received a letter confirming that discolouration indeed appeared after the jacket was dry-cleaned. She contacted the dry cleaner and its Public Relation Manager multiple times and requested for compensation for discoloured jacket but to no avail. Upon Consumer court’s intervention, Shine Dry Cleaners agreed to compensate Rs. 25,000 to Mrs. Maggie for the discoloured jacket. Later, the Public relations department of the company issued a clarification regarding the above case.
Which of the following is the correct statement to indicate the term- “Brand Name”:
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → The Part of a Brand which can be spoken
Option (1) That part of a brand which can be recognised but which is not utterable — Incorrect. That is the brand mark, the symbol or design that is seen but not spoken, such as a logo.
Option (2) A brand that is given legal Protection — Incorrect. That is a trade mark.
Option (3) The Part of a Brand which can be spoken — Correct. The brand name is the verbal part of a brand, the words you say when you ask for the product.
Option (4) Name, Term, Sign, Symbol, Design or some combination of them, used to identify the products — Incorrect. This is the definition of the brand as a whole. The brand name is only one part of it.
Note: The case study is taken from the chapter ‘Consumer Protection’, but this question is based on the chapter ‘Marketing’. However, since it is a case-study based question, all the questions on this case study are tagged to the chapter the case study is taken from. NCERT (2026-27 Edition): “Brand Name: That part of a brand, which can be spoken, is called a brand name. In other words, brand name is the verbal component of a brand. |