mos_group5_in services_whats in the name
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8/10/2019 MoS_Group5_In Services_Whats in the Name
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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
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