Selecting a Brand Name
Criteria for choosing a name, some issues to consider:
Easy for customers to say, spell and recall (inc. international ppl)
Indicate products major benefits
Should be distinctive
Compatible with all products in product line
Used and recognized in all types of media
Single and multiple words Bic, Dodge Grand Caravan, IBM PC (letters), or a combination Mazda RX7
Availability, already over 400 car "name plates", this makes it difficult to select a new one.
Use words of no meaning to avoid negative connotation, Kodak, Exxon
Can be created internally by the organization, or by a consultancy
Legal restrictions, i.e. Food products must adhere to the Nutrition Labeling and Education Act, 1990...May 8 1994
Global translations ?
The Brand Pyramid:
Features: tangible characteristics of product
Functional Benefits: benefits to consumer for brand features
Emotional Rewards: psychological or emotional benefits received by using brand's product?
Values: what are the values of the typical loyal customer for this brand?
Personality: what words would you use to describe brand if it were a person?
NameLab
Domain Names: Highjacking issues? (Highjacked Domain and New Domain): Help! I've Lost My Domain Name!
Discussion Topic: Investigate the above issues to determine who has rights to the use of a domain name.
Online brand investment versus offline brand investment
Pampers
Discussion Topic: Discuss the challenges of branding on the web, how are Pampers developing a branding strategy?
Arthur Andersen changes name to Andersen
Accenture now a clear winner without Andersen name
Is there a window of confusion?
Andersen, Accenture
Discussion Topic: Discuss the evolution of the value of the brand: Andersen
Brand Licensing
Discussion Topic: Discuss the role the corporate logo plays in branding. Cite logos and their inherent value. Discuss logos which have changed, and why?
|
