The science for choosing a memorable Brand Name

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.

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

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.

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.

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”

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!

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

Naming Process• Legal filter:

• It is important to find out if it is legally available.• Name should not have any negative connotations

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

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

Some more….• Combination/Semantic : Nutrasweet ,Victorinox, Pagemaker

• Oxymoron : True Lies, Intimate Strangers Lowe Alpine

• Descriptive : Pudin Hara , Hajmola , Airbus , Duracell, Energizer

EXAMPLE FOR A TILE

Client Brief

• Vitrified is getting popular • Need brand differentiation in the market • Create a brand name that cues Vitrified • Should cue Vitrified

Who we are talking to ?• Builders and Architects • Key influencers ( Trade )• Secondary audience ( End user )

The Task

• Recommend a brand name for Vitrified tiles

Competitive brand names • Western Vitro • Marbonite • Sonora Vitro• Rock Slab & Asian Vitrified • Marbito • SOGO Vitrified tiles • Vamora Vitrified tiles

Approach • Looked at the following :

Style

Technology and Bigness

Premium

Strength

Cues with Style • VitroSleek• VitroSmooth• VitroZing • VitroLife • VitroLine • VirtoPride • VitroLook

Cues with Technology & Bigness • VitroTek• VitroTech• VirtoFit • VitroSuper• Vitro-Q• VitroSpace • VitroFloor

Cues with Premium & Strength • VitroGloss• VitroPremia• VitroGLow• VitroTouch• VitroStrong• VitroSupreme

Thank you