1)
- The fage concept mainly failed because it focused upon the specific features rather than focusing on the products leadership credentials.
- Branding is very important in this, because without them there isn’t much left to the actual product.
- Niche marketing may be used but most of the time small battles will not win the war. Capturing a small niche market can be the first step but one wants more.
- People sometime believe in a name because of its natural sound, such as Muller by Quaker Yogurt. Consumers are more willing to trust the product instead of it being “Mainstream”.
- Fage was the first yogurt in America, in which they later turned the name into Total.

2)
- Many very popular brands use their popularity to cash out on consumers.
- In china, they are studying the art of branding and creating a name for a product. One, which incorporates an art and science mix.
- This art is known as phonetic sounds, in which they use specific characters that mean specific things in Chinese.
- For example, a dandruff shampoo that came out was created with the words that mean flying and clear, which allow one to feel good while buying.
- Bing encountered a problem when marketing in China because Bing mainly means disease (aka something negative).

3)
- Names can either be proper or common. For example, goodle being the proper name, and search it being the common name.
- Sometimes simple names such as “clear” can be good, which a company is willing to invest 250 million dollars into.
- One must create a secondary meaning to ones brand name. When people say it they automatically feel this way toward the product they are buying.
- One cannot use a name that covers an entire category like love, unless one has a monopoly and the resources.
- One must pick a surprising name, not one that is boring and plain. Finally, one needs a finalizing trademark that keeps your name yours.

4)
- Satoru Iwata has stuck with the WII throughout a long period of time. Being with the product through the ups and downs.
- The genre, aka the controller, was sort of designed for people adjacent of third person shooter games.
-He was known for allowing his product to stray away from graphics, and instead began widening the audience market.
- By 2011, mainly because of bad planning and not understanding the market, the WII began almost obsolete.
- Admittingly, Iwata admits that he is too blame because of his low marketing efforts