Creating Brand Names With Meaning

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    What is a Name?

    Name is a label, it is like bringing a thing into existece.

    Plato explains it by, The Celestial Warehouse Story.

    Eg. Rajiv Hari Om Bhatia (Akshay Kumar)

    Adding Lustre or upgrading the name.

    Eg. The Haloid Company

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    The Juliet Principle That which we call a rose, by any other name

    would smell as sweet. William Shakespeare

    Eg. Cadbury And Colgate.

    On the other hand, the meaning of name shouldbe tempting enough to sell the product.

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    The Joyce Principle The Joyce Principle says, A rose is a rose is a rose..

    It depends on Phonetic Symbolism.

    Eg. Mal and Mil

    It refers that all consumers learn to associate certainnames with a certain type of product.

    Eg. Five Star, Milky Bar, Mars Chocolate

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    Findings of the Research With regard to movement, it is said that Front

    Vowels i, e, seems particularly apt to express

    dynamic concepts (rapidity, vivacity, lightness)

    While the Back Vowels a, o, u are more related to

    slowness, heaviness.

    Eg. Ferrari, Lamborghini

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    Contd Brand names are important for those product

    where there is a little difference between the natureand quality of the competitive product, and whereconsequently brand image is of greater

    significance.

    Eg. Ford Cortina, Corsair, Anglia

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    Creating Brand

    Names With

    MeaningThe Use of Sound Symbolism

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    Sound Symbolism

    The Direct linkage between sound and meaning

    Words from many languages have similar set ofsounds to represent different meaning.

    Eg. Teeny (English), Chico (Spanish), Petit (French),mikros (Greek).

    Humongous ( English), Gordo (Spanish), Grand(French), Makros (Greek).

    Connecting it with Brand. Eg.

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    Linguistic research inMarketing

    Schloss(1981)

    Top brands from 1975-79, begins more frequently with the lettersa,b,c,k,m,p and s.

    Eg. Mercedes, Porsche

    VandenBergh (1984)

    Names which start with Plosive (p, t, and k) are more easily recognizedand recalled than names with nonplosives

    Eg. Tata, KFC, Panasonic

    Bergh, Adler,Oliver (1987)

    Examined 479 brand names from 1975-1985, and categorized itaccording to linguistic qualities.

    Founded Coca-Cola used 7 linguistic technique to name its brand.

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    Consonants

    The letters like p, t, b, d, gand kStops

    The letters like f, s, v and

    zFricatives

    Products with brand names containing fricatives (f, s, v, and

    z), as opposed to stops (p, t, b, d, g, and k), are percieved assmaller, faster, lighter, sharpet, softer, and more feminine.

    Eg. Sunsilk, Toshiba, Ferrari, Zara

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    Implications of ResearchConsumer evaluate goods through intrinsiccues (eg. Size or color) and extrinsic cues (eg.Brand name or price.)

    Eg. Thomas Cook, Cox & King, Make My Trip

    Thus, the impact of extrinsic cues, such as brandname, on comsumer evaluation should be greater for

    services than for goods.

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    Brand Name The name is the core indicator of the brand.

    The important aspect of Brand Name is itsMemorability.

    When a name is different or unusual enough toattract attention, and perhaps to arouse curiosity.Eg. Charlie Perfumes.

    When a name has something about it that isinterestingsuch as alliteration, humor, etc. Eg.Coca-Cola

    When a name elicits a mental picture or image. Eg .Apple, Sony

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    Association Of Brand NameWith Product Class, Product

    Attributes

    Often the brand have high recognition/recall withthe product class.

    Eg. Spice Jet, Airtel, Vodafone.

    Although association of name with product class,attribute has a liability.

    Eg. Compaq

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    How to Name A Brand List of word associations : Do any undesired

    associations emerge?

    Recall tasks : Give respondents a list of possiblenames and ask them to write down all they can

    recall. This test is used to determine speciality of theword.

    Rating Brand Prefrences : Rating the nameassociating with brand according to the prefrences

    of the users. Strengths and Weakness of each name.

    Bottom Line Judgement : Adding value to thebrand.

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    Criteria for name selection A proposed name should:

    1. Be easy to learn and remember.

    2. Suggest the product class so that name recall will be highwhile still being compatible with potential future uses of thename,.

    3. Support a symbol or slogan.

    4. Suggest desired associations without being boring or trivial.

    5. Not suggest undesired associationsit should be authentic,credible, and comfortable and not raise false expectations.

    6. Be distinctiveit should not be confused with competitorsname

    7. Be available and protectable legally.

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    The Symbol The symbol of a brand is the central element of the

    brand

    The symbol can itself create awareness,associatoins, and a liking of feelings which in turn

    can affect loyalty and perceived quality. Types Of Symbols :

    Shapes, Eg. Vodafone

    Logos, Eg. Star Plus

    People, Eg. MSN

    Scenes, Eg. Yatra.com

    Animals, Eg. Red Bull

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    Association of symbolwith Brand Name

    Eg. Amazon.com

    Eg. Mercedes Benz

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    Upgrading the symbol Symbols can become dated and then it can start

    to develop some undesirable old- fashionedconnotations.

    For Eg. Coca-Cola. The red color, the dynamiccurve, the vertical lettering, are the core attribute ofthe product.

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    Guarding The Symbol It is important to avoid placing the symbol in a

    context which will jeopardize its associations.

    Eg. Kingfisher Airlines, it jeopardized Kingfisher.

    Licensing a symbol is one way to gain exposure. Thesymbol needs to be restricted to the right settings,

    any undesirable associations can affect its equity.

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    Slogans It is the essential added value to the Brand.

    For Eg. Ford

    A slogan can remove some ambiguity from thename and symbol.

    For Eg. LG

    A slogan also has the ability to generate equity of itsown which can be exploited.

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    Positioning of a Brand The low price niche, is used for new products that

    customer believe they are taking chance on.

    The recent introduction of Generic Food Brands isan attempt to exploit the low-price niche in the

    market.

    S f ff

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    Some of DifferentPositioning Strategies

    Timing is critical for positioning.

    Eg. Chanel No. 5 vs. Charlie

    Age is another positioning strategy used by thecompanies. Eg. Iball Aasaan, aimed at older folks.

    Nothing lasts forever, brands need to reposition

    themselves continuously. Eg: Levis introduced signature jeans to reposition

    itself as younger people were leaving Levis andbuying Flying Machine

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    The Everybody Trap

    Most companies make a mistake of being all thingsto all people.

    Eg. Chevorlet.

    It had to reposition itself in consumers mind after

    the1978 sales decline.

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    The Technology Trap

    Even a great technical achievement will fail if thereis no niche in the mind.

    Eg. Failure of Frost 8/80. The First white whisky in abottle.

    The reason is to not tamper with the deeply held

    perceptions of the consumers

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    Creating Your Own Niche

    Repositioning The Competion.

    The world is round Christopher Columbus.

    No, the world is flat General Public

    Eg. Repositioning Listerine Vs. Scope

    Eg. Tide Vs. Rin

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    Understanding Symbol

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    Futher Resarch Directions

    What other messages exist in the sounds of brand names?

    How do combinations of letters in a brand name alter theinherent meaning?

    What are other properties of vocalic sound production withdistinct affect messages?

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    Thank You

    Queries Invited!!!