branding tactical

8/7/2019 Branding Tactical

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PRODUCT & BRANDMANAGEMENT

Branding [tactical]


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Fundamentals

Brand namakarana Its

significance

Brand name types

Brand name criteria

Naming tradeoffs

Brand name development

process


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Brand namakarana [Significance]

Identify

Communicate

Protect Enable


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Brand name types

Descriptive Business category evident

Idiomatic Expressions unique to

language whose meaningcannot be simply predictedfrom meaning of itsconstituents

Connotative Something about brand

Surname

Arbit Existing word in new context

Blended / bridged Two / more words or parts of

words

Invented Made-up & non-sensical

Names origin, structure,and / or level of meaning?

Acronym Initial letters of name,

combine initial letters or

parts of a series of words Altered / constructed

One word


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Brand name criteria

Communicable

Relevant

Memorable

Distinctive ikeable & appealing

Pronounceable

Protect-able

Global

Durable

ersatile

Relative importance of criteria


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Naming tradeoffs

Familiar vs memorable

Cost efficient vs flexible

ersatile vs risk of becoming meaningless Semantic & linguistic relevant vs global

Communicable vs protect-able


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Brand name development process

Brand Name

Brand & Business Strategy

Creativity / Generation

Disciplined Evaluation / Decision

Design & aunch


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Good brand name

Brands Role / Purpose Arbit combi will work

Purely for identification

Neologism Expression / new meaning

odak, Nerf

Special purpose Help position brand

Use letters that already have meaning Care Free, Die Hard, Holiday Inn


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Good brand name

Products as bridgehead to line

of products

Not limit firm

Liquid Plumr to line of

crystals Western Hotels - to

Western

Long term market position

More general & less dramatic

name preferred

But - if to be in the market

temporarily

Screaming Yellow

Zonkers Snacks

Physical / sensory qualities of

brand

Easy to pronounce, spell &

remember

Hondas Acura, Grey Poupon,Haagen Da s

Clear & relevant message

Product characteristics

Isovis motor oil [equal /

constant velocity]

Brand insult [irritate particular

market group]

Rolls Royce Silver Mist [manure

in German]


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Practitioners suggestions

Digitals for modernity Family brands

Quick Cheap oid of surprises

Use stop letters, plosives

Geographic connotations Evening in Paris

Ridiculous Embellished ordinary word Odd letter

Citi bank vs City bank Borrow clout The for Dignity

The Glenlivit

Personalities Reggie ackson candy bars

Attention grabber My Sin Cologne Reinforced low price

Klassy Kut Klothes

Letter play Natures as Serutan

Symbol Travellers Red Umbrella,

Prudentials Rock

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