PRODUCT MANAGEMENTBranding [tactical]

FundamentalsBrand namakarana Its significanceBrand name typesBrand name criteriaNaming tradeoffsBrand name development process

Brand namakarana [Significance]IdentifyCommunicateProtectEnable

Brand name typesDescriptiveBusiness category evidentIdiomaticExpressions unique to language whose meaning cannot be simply predicted from meaning of its constituentsConnotativeSomething about brandSurnameArbitExisting word in new contextBlended / bridgedTwo / more words or parts of wordsInventedMade-up & non-sensicalNames origin, structure, and / or level of meaning?AcronymInitial letters of name, combine initial letters or parts of a series of wordsAltered / constructedOne word

Naming trendsSource: Glenn Gunderson, Trademark Trends Report, 1997, Andrew McCrum,Brand Names Today Compared to Those 100 Years Ago,Brand Management 8(2), November 2000, pp. 111-120, Susan Fournier et al., University of South California [5-502-029, 2002]

Brand name criteriaCommunicableRelevantMemorableDistinctiveLikeable & appealingPronounceableProtect-ableGlobalDurableVersatileRelative importance of criteria

Relative importance of criteriaSource: Chiranjeev Kohli and douglas W. LaBahn, Observations: Creating Effective Brand Names: A study of the Naming Process, Journal of Advertising Research, Jan. / Feb. 1997, pp. 67-75.7-point scale [ 7 = Extremely Important

Naming tradeoffsFamiliar vs. memorableCost efficient vs. flexibleVersatile vs. risk of becoming meaninglessSemantic & linguistic relevant vs. globalCommunicable vs. protect-able

Brand name development processBrand NameBrand & Business StrategyCreativity / GenerationDisciplined Evaluation / DecisionDesign & Launch

Good brand nameBrands Role / PurposeArbit combi will workPurely for identificationNeologismExpression / new meaningKodak, NerfSpecial purpose Help position brandUse letters that already have meaningCare Free, Die Hard, Holiday Inn

Good brand nameProducts as bridgehead to line of productsNot limit firmLiquid Plumr to line of crystalsWestern Hotels - to WesternLong term market positionMore general & less dramatic name preferredBut - if to be in the market temporarilyScreaming YellowZonkers Snacks

Physical / sensory qualities of brandEasy to pronounce, spell & rememberHondas Acura, Grey Poupon, Haagen DazsClear & relevant messageProduct characteristicsIsovis motor oil [equal / constant velocity]Brand insult [irritate particular market group]Rolls Royce Silver Mist [manure in German]

Practitioners suggestionsDigitals for modernityFamily brandsQuickCheapVoid of surprisesUse stop letters, plosivesGeographic connotationsEvening in ParisRidiculousEmbellished ordinary wordOdd letterCiti bank vs. City bankBorrow cloutThe for DignityThe GlenlivitPersonalitiesReggie Jackson candy barsAttention grabberMy Sin CologneReinforced low priceKlassy Kut KlothesLetter playNatures as SerutanSymbolTravellers Red Umbrella, Prudentials Rock

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