Step 1: Why branding matters, restated functionally:
A brand acts as a shortcut in the consumer's mind — it packages quality expectations, trust, and identity into a single recognisable marker, reducing the buyer's search and decision effort.
Step 2: Grouping the features by purpose:
Features that aid recall (short, simple, easy to pronounce), features that aid differentiation (distinctive, suggestive of benefit), and features that aid protection and longevity (legally registrable, not tied to a passing trend, adaptable across media/markets) together define what makes a brand 'good'.
Step 3: A quick real-world check:
A strong brand name should pass a simple test: can a first-time customer say it, spell it, and vaguely guess what kind of product it is — while a competitor is legally barred from copying it? If yes on all counts, it satisfies the core features of a good brand.
Final Answer:
Branding gives a product a distinctive identity; a good brand name is recallable (short, simple), differentiating and suggestive, and protectable and durable (registrable, not fad-bound, adaptable).