Recognize the benefits of an effective brand name and logo. Classify actual brand names according to effective brand name criteria. Determine effective marketing activities that apply the sequential steps for naming a brand given a specific brand and marketing condition. Examine a hypothetical brand name to determine whether it communicates the three messages of an effective brand name. Match actual brand logos to the logo category the represent. Examine keywords, slogans, mascots and jingles in various multimedia formats. Employ dynamic keyword insertion to convey message to targeted audience.