naming a brand
Post on 21-Oct-2014
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The science for choosing a memorable Brand Name
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The Importance of a Name
• The average person is bombarded with over 3000 messages everyday- one wants to reduce buyer confusion and engender recognition through the use of one’s name.
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The Importance of a Name• A name can inspire, excite, motivate and entice.• It is very critical that the brand carries the right name • A good brand name gives a good first impression and
evokes positive associations with the brand• A good name provides clarity and recognition
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What is a good name ?• Apple/Nike/Orange: Strong logos and easy to remember
names but not connected to the type of business it does. Still consumers have to strong recollection of these brands
• Federal Express/National Broadcasting Corporation: Manufacturer desires, consumer decides. A good name hence is Fed Ex and NBC
• Duracell: signifies a quality of the product like durability. Another example being Stronglas from AIS Glass.
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Naming Process
• The Marketing Filter
– Define the product’s features, functions and benefits, the qualities that would appeal most to customers, how the product differs from competition
– Ex: The word “Power “ or “Speed “defines high octane fuel with certain essential qualities as opposed to a flat, unleaded fuel.
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Naming Process• Semantic filter
– Its important to find out will the name work in the global market place?
– Negative connotations, tongue twisting challenges and cultural and religious affronts are frequent foreign language hazards
– Federal Express in Latin American countries, “Federal” conjured a negative image of “federals”
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Naming Process• Phonetic filter:
• the phonetics filter incorporates pronunciation, readability, rhythm, tone and vowel/consonant arrangement.
• Ex: Super Shell is simple to pronounce and not Shell Super!
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Naming Process• Sound symbolism filter:
• We have to keep in mind that a corporate or brand name is often seen not heard, so it is important to consider how it will look on packaging, letterhead, signs, websites etc
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Naming Process• Legal filter:
• It is important to find out if it is legally available.• Name should not have any negative connotations
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The Do’s and Don’ts of naming
• A brand name has to be memorable, distinctive, easy to pronounce and work globally
• Keep it simple. The longer a word is the less likely you are to remember it
• Avoid clichés like ultra, pro, global hi tech, as they have been used too often
• Coined words have been successful Pentium, OXO
• Reinvent a real word. Apple has nothing to do with technology much like Shell and petroleum
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ORIGIN OF SOME BRAND NAMES
• Abbreviations / Acronyms :FedEx, Telco, Unisys, Microsoft, IBM, Amul, KFC
• Arbitrary : Apple, Orange, Tamarind
• Classical : Maruti, Ganga, Ashok
• Foreign Languages : Samurai, Sansui
• Founders : Godrej, Bajaj, Gillette
• Symbolism : Mustang, Tiger Biscuit
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Some more….• Combination/Semantic : Nutrasweet ,Victorinox, Pagemaker
• Oxymoron : True Lies, Intimate Strangers Lowe Alpine
• Descriptive : Pudin Hara , Hajmola , Airbus , Duracell, Energizer
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EXAMPLE FOR A TILE
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Client Brief
• Vitrified is getting popular • Need brand differentiation in the market • Create a brand name that cues Vitrified • Should cue Vitrified
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Who we are talking to ?• Builders and Architects • Key influencers ( Trade )• Secondary audience ( End user )
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The Task
• Recommend a brand name for Vitrified tiles
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Competitive brand names • Western Vitro • Marbonite • Sonora Vitro• Rock Slab & Asian Vitrified • Marbito • SOGO Vitrified tiles • Vamora Vitrified tiles
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Approach • Looked at the following :
Style
Technology and Bigness
Premium
Strength
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Cues with Style • VitroSleek• VitroSmooth• VitroZing • VitroLife • VitroLine • VirtoPride • VitroLook
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Cues with Technology & Bigness • VitroTek• VitroTech• VirtoFit • VitroSuper• Vitro-Q• VitroSpace • VitroFloor
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Cues with Premium & Strength • VitroGloss• VitroPremia• VitroGLow• VitroTouch• VitroStrong• VitroSupreme
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Thank you