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Brand Identity Project
A Keynote PresentationPresented by: Ngwebifor M. Fobi
BRAND NAME
The Music Connoisseur’s Playground
AFICI NADO’S
United States Patent and Trademark Office
Can the Office refuse to register a mark?
Yes. The Office will refuse to register matter if it does not function as a trademark. Not all words, names, symbols or devices function as trademarks. For example, matter which is merely the generic name of the goods on which it is used cannot be registered.
Additionally, Section 2 of the Trademark Act (15 U.S.C. §1052) contains several of the most common (though not the only) grounds for refusing registration. The grounds for refusal under Section 2 may be summarized as:
1. the proposed mark consists of or comprises immoral, deceptive, or scandalous matter;
2. the proposed mark may disparage or falsely suggest a connection with persons (living or dead), institutions, beliefs, or national symbols, or bring them into contempt or disrepute;
3. the proposed mark consists of or comprises the flag or coat of arms, or other insignia of the United States, or of any State or municipality, or of any foreign nation;
4. the proposed mark consists of or comprises a name, portrait or signature identifying a particular living individual, except by that individual's written consent; or the name, signature, or portrait of a deceased President of the United States during the life of his widow, if any, except by the written consent of the widow;
5. the proposed mark so resembles a mark already registered in the Patent and Trademark Office (PTO) that use of the mark on applicant's goods or services are likely to cause confusion, mistake, or deception;
6. the proposed mark is merely descriptive or deceptively misdescriptive of applicant's goods or services;
7. the proposed mark is primarily geographically descriptive or deceptively geographically misdescriptive of applicant's goods or services;
8. the proposed mark is primarily merely a surname; and9. matter that, as a whole, is functional.
5 Categories of Trademarks
ArbitraryDescriptive
Fanciful Generic
SuggestivePursuing strong brand by Jeff Van Hoosear and Jason
Evans
LOGO
HORIZONTALBLACK BACKGROUND
RED LETTERINGMUSIC & SERVICE
IMAGE
The Music Connoisseur’s Playground
AFICI NADO’S
A wordmark, also sometimes word mark, subset of the term logotype, is a standardized
graphic representation of the name of a company, institution, or product name used for purposes
of identification and branding. A wordmark is usually a distinct text-only typographic treatment.
The organization name is incorporated as a simple graphic treatment to create a clear, visually
memorable identity. The representation of the word becomes a visual symbol of the organization
or product.
The Music Connoisseur’s Playground
AFICI NADO’S
Exceptional service is our unique value positioning– AFICIONADOs operates under the belief that a VIP is a person who is accorded special privileges. AFICIONADO offers over the top customer service in a “feel-good” environment. In Susan Freidmann’s book, Meeting & Event Planning for Dummies she says commandment #4 is to “Make customers feel important and appreciated. Treat them as individuals.”
je ne sais quoi -- An intangible quality that makes something distinctive or attractive.
The Music Connoisseur’s Playground
AFICI NADO’S
CORPORATE CULTURE
In six words, corporate culture is "How we do things around here."
Team work makes the dream work! In order to reach and maintain a unique level of quality, AFICIONADO will provide attentive and friendly service with a high ratio of service personnel to customers and also invest in the training and supervision of its employees. Employes will be cross trained in 3 areas
so as to provide superior responsiviness and flexibility. AFICIONADOs’ customer service will distinguish the venue from the competition. 3. Server
Training: In order to place emphasis on exceptional service, our main tactics are monthly service training, employee recognition and higher
service employee to customer ratios. To achieve higher service employee to customer ratios, we include separate beverage servers and bussing
personnel as well as maintaining comfortable tables count for the wait staff. Cross selling training and upgrade premium program training. Service
employees would be trained in a cross-selling procedure.
TEAMWORK
MISSION STATEMENT
The mission of Aficionado’s is to provide quality entertainment in an luxurious intimate setting that exemplifies high quality and exceptional
service.
The Music Connoisseur’s Playground
AFICI NADO’S