A paint company prints a special shade of purple with a yellow stripe on all its tins, so that buyers can pick out its tins from a distance. The company has not got this colour scheme registered.
This colour scheme is the company’s:
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Brand mark
Option (1) Brand name — Incorrect. A brand name is the part of a brand that can be spoken. A colour scheme cannot be spoken.
Option (2) Trade mark — Incorrect. A trade mark is a brand or part of a brand given legal protection by registration. This colour scheme has not been registered.
Option (3) Brand mark — Correct. A brand mark is the part of a brand that can be recognised but not spoken. It may be a symbol, design, distinct colour scheme or lettering, like the purple and yellow on these tins.
Option (4) Generic name — Incorrect. A generic name is the name of the whole class of a product, such as paint. It does not set one firm’s product apart.
NCERT (2026-27 Edition): “Branding One of the most important decisions that a marketer has to take in the area of ‘product’ is in respect of branding. He has to decide whether the firm’s products will be marketed under a brand name or a generic name. Generic name refers to the name of the whole class of the product. For example, a book, a wristwatch, tyre, camera, toilet soap, etc. …” “2. 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. |