Naming of Brand

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Brand Names & Logos


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1. Understand the role of brand naming and therequirements for developing effective brand names

2. Explain the activities involved in the brand-namingprocess

3. Appreciate the role of logos

Objectives 1


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Brand Naming

Brand is a companys unique designation or

trademark

Which identifies a companys offerings

Which distinguishes it from other product categoryentries


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Power of Brand Name

Good brand names evoke feelings of

Trust

Confidence

Security

Strength

Durability

Speed

Status

and many other desirable associations:


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Power of Brand Name

The name chosen for a brand:

(1)Affects the speed with which consumers

become aware of the brand

(2) Influences the brands image

(3) Plays major role in brand-equity information


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What Constitutes a Good Brand Name?

There is general agreement that brand names should satisfy

several fundamental requirements

(1) Distinguish the brand from competitive offerings

(2) Describe the brand and its attributes or benefits

(3) Achieve compatibility with a brands desired image and withits product design or packaging

(4) Be memorable and easy to pronounce and spell


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Exceptions to the Rules

Some successful brand names seem entirely at odds

with the "rules.

(1) Some brands become successful in spite of their names

(2) In all aspects of life there are exceptions to the rules, and

this certainly is the case in brand naming

(3) Brand managers and their brand name consultants

sometimes intentionally select names that, at inception, are

virtually meaningless


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The Brand Naming Process

Step 1Step 1: Specify Objectives for the Brand Name

Step 2Step 2: Create Candidate Brand Names

Step 3Step 3: Evaluate Candidates

Step 4Step 4: Chooses a Brand Name

Step 5Step 5: Register Trademark


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Step 1Step 1:Specify Objectives for the Brand Name

The initial step is to i9centify the objectives to

be accomplished

Most managers are concerned with selecting a

name that will successfully position the brand

in the minds of the target audience, provide an

appropriate image for the brand, anddistinguish it from competitive brands


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Step 2:Create Candidate Brand Names

Brand name candidates often are selected using

creative-thinking exercises and brainstorming sessions

Companies frequently use the services of naming

consultants to genera te candidate names, as was the

case in the selection of JetBlue, Verizon, Accenture, and

Lucent

The survey of product and brand managers noted

previously determined that nearly 50 candidate names

were created for each brand-naming assignment


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Step 3Step 3:Evaluate Candidates

The many names generated are evaluated

using criteria such as relevance to the productcategory, favorability of associations conjured

up by the name and overall appeal

Product and brand mangers consider it critical

that names be easily recognized and recalled


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Step 4Step 4:Chooses a Brand Name

insight

The criteria noted in steps 1 and 3 are used by

managers to select a final name from the

candidate field

In many firms this choice is a matter of

subjective judgment rather than the product of

rigorous marketing research

For example, the airline name JetBlue was

chosen subjectively based on hunch and

insight


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Step 5Step 5:Register Trademark

Most companies apply for trademark registration. Some

companies submit only a single name for registration,

whereas others submit multiple names (on average, fivenames)

One survey found that three names are rejected for

every registered name

A brand-naming consultant indicated that the number of

rejections is even high r, noting that about 75 percent of

the names his firm generates are already taken upon

searching federal registrations


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The Brand Naming Process

Step 1Step 1: Specify Objectives for the Brand Name

Step 2Step 2: Create Candidate Brand Names

Step 3Step 3: Evaluate Candidates

Step 4Step 4: Chooses a Brand Name

Step 5Step 5: Register Trademark


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The Role of Logos

Graphic design element that is related to the brand name

Can be thought of as a shorthand way of identifying a brand

Companies use logos with or without brand names

Not all brand names possess a distinct logo but many do

e.g., the Nike swoosh, Ralph Laurens Polo


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Good Logos

1. Recognized readily

2. Convey essentially the same meaning to all target

members

3. Evoke positive feelings

4. Best strategy is to choose a design that is moderately

elaborated rather than too simple or too complex

Documents

Naming of Brand