Process of Selecting a renowned and successful Brand Name
AN EFFECTIVE BRAND NAME
· IS EASY TO PRONOUNCE
· IS EASY TO RECOGNISE AND REMEMBER
· IS SHORT, DISTINCTIVE, AND UNIQUE
· HAS A POSITIVE CONNOTATION
· REINFORCES THE PRODUCT IMAGE
Introduction to Branding, Chao Onlamai www.slideshare.net
EASY
TO SPELL
EASY
TO RECALL
EFFECTIVE
BRAND NAME
COMMUNICATES
PRODUCT
BENEFITS
SUGGESTS USES
OR SPECIAL
FEATURES
2. Generation of multiple names - Any potential source of names can be used; organization, management and employees, current or potential customers, agencies
and professional consultants.
3. Screening of names on the basis of branding objectives and marketing considerations so as to have a more synchronized list - The brand names must not have connotations, should be easily pronounceable, should meet the legal requirements etc.
· IS LEGALLY PROTECTABLE
EASY
TO SAY
1. Define the objectives of branding in terms of six criterions - descriptive, suggestive, compound, classical, arbitrary and fanciful. It Is essential to recognize the role
of brand within the corporate branding strategy and the relation of brand to other
brand and products. It is also essential to understand the role of brand within entire marketing program as well as a detailed description of niche market must be
considered.
4. Gathering more extensive details on each of the finalized names - There should
be extensive international legal search done.
5. Conducting consumer research - Consumer research is often conducted so as
to confirm management expectations as to the remembrance and meaningfulness
of the brand names. The features of the product, its price and promotion may be
shown to the consumers so that they understand the purpose of the brand name
and the manner in which it will be used. Consumers can be shown actual 3-D packages as well as animated advertising or boards. Several samples of consumers must
be surveyed depending on the niche market involved.
6. On the basis of the above steps, management can finalize the brand name that
maximizes the organization’s branding and marketing objectives and then formally
register the brand name.
DISTINCTIVE
Choice of a brand name requires a lot of research, and it should be chosen very
carefully as it captures the key theme of a product in an efficient and economical
ma