Birkins and Chanel Handbags
Product Naming Concerns and Intellectual Property Protection:
Tangible Product: Birkin and Chanel Handbags
A part of new product launch strategy includes creating the product or service name. Address these questions:
1. In general, how does the product name affect and interact with other new product launch concerns?
2. Birkin Handbags (made my Hermes) and Chanel handbags, whose names clearly reinforce the brand in the mind of customers? Explain what the brand image implies to the consumer.
3. What are the costs and benefits of using intellectual property protection mechanisms?
4. How does product naming and intellectual property protection help support the success of a product? Provide an analysis.
Paper Requirements:
• Your paper should be four to six pages long, excluding the title and reference list pages, which are required. APA Format
• At least 6-8 scholarly, peer-reviewed references that provide information and guidance for your assignment. Outside sources include academic and research other than the textbook, course materials, or other information provided as part of the course materials.
• Must incorporate key concepts from Gorchels textbook to show your understanding of
• Must address all four of the questions above and provide sub-headings.