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IN SERVICES, WHATS INNAME?

GROUP-5

SHARADA (058)| MANASH (091) | POOJA (102) | SONIA(114) | SW

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WHAT CAME FIRST? QUALITY (O

NAME? Does the name of a service

provider matter a lot? Where does the Name end

and the perception of servicestart?

Would IBM be successful if itwere called by any other name?

or would Allegis havesucceeded?

We can only form theories, butunless it actually happens, wewould never know

For Services, the namas the initial branding

measure.

A strong name could

accelerate market awar

and acceptance of high

quality service.BUT: Name alone can n

sustain an organisation

service quality as perce

by the customers is po

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CHARACTERISTICS OF A STRONG BRAND NAME:

Distinctiveness Relevance Memorability Flex

Needed to ensureimmediate identity to

the service supplier and

distinguishes it from the

competition.

WHY?

Instead of following theregular naming

conventions of the

industry, use an

unusual and an

uncommon name.

HOW?

A Distinct n

step, it does

we can affo

the other 3

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CHARACTERISTICS OF A STRONG BRAND NAME:

Distinctiveness Relevance Memorability Flex

Needed to convey theessence of the service

offered.

Helps create an identity

and a position for the

company in a

customers mind.

WHY?

Associative memory tobe operated.

Eg.: Combine the

nature of service

offered and means by

which its served.

HOW?

We observe th

VISA have dist

which are also

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CHARACTERISTICS OF A STRONG BRAND NAME:

Distinctiveness Relevance Memorability Flex

High recall usuallytranslates to high sales

and hence high revenue.

With this in mind, its

crucial that the brand

name is Memorable for a

consumer.

WHY?

Distinctiveness helps, but randomwords which arent related would

reduce memorability.

Brevity should be kept in mind

Longer names are shortened by

people.

HOW?

We see that VISA and Ma

memorable, while MetLife

among the Indian Audienc

popular.

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CHARACTERISTICS OF A STRONG BRAND NAME:

Distinctiveness Relevance Memorability Flex

The business is here tostay and expand in the

future across geographies

and sectors. Flexibility is

required to ensure that the

name applies not just now

but in the future as well.

WHY?

By ensuring that the name isntgeography specific is step-1. This

ensures that your service (unless

its a key attribute) can be

accepted by people across

boundaries.

HOW?

Clea

satis

char

stron

whil

coup

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THANKYOU