Brand Awareness
February 8th 2009 09:47
Marketers refer to the brand name as the symbolic dress of their product. The brand name becomes synonymous with the company's "reputation." And so marketers, before introducing, naming, and launching a new brand often ask, what would it be worth in the market?
Top brands that dominate the world's market today are Google in internet search engine, Coca-Cola in soft drinks, Nokia in cell phones, and other top multibillion dollar brands. Coca-Cola used to be the no. 1 brand (1990, 2000 to 2002) until the internet search engine giant Google dislodged it in 2003. So what's in a brand's name?
In choosing the right name for your brand, marketing experts Dr. Ned Roberto and Ardy Roberto suggest the following considerations :
* A brand name is right when it performs two marketing functions : the name gives recognizability to the new product and the name lends a positive meaning to the product. The Roberto's suggest, the more important one is the second. A brand name that conveys a positive meaning to the product is an ideal one as it gives the product "identity".
* Avoid names that are mere product descriptors. A brand name should not describe the product but it should distinguish it.
* The ideographic character of a country's language, especially in Asia-Pacific countries must be considered in developing and promoting a brand name.
* In testing brand names, naming and name testing must come after and not before the decisions on product positioning and the product concept.
Top brands that dominate the world's market today are Google in internet search engine, Coca-Cola in soft drinks, Nokia in cell phones, and other top multibillion dollar brands. Coca-Cola used to be the no. 1 brand (1990, 2000 to 2002) until the internet search engine giant Google dislodged it in 2003. So what's in a brand's name?
In choosing the right name for your brand, marketing experts Dr. Ned Roberto and Ardy Roberto suggest the following considerations :
* A brand name is right when it performs two marketing functions : the name gives recognizability to the new product and the name lends a positive meaning to the product. The Roberto's suggest, the more important one is the second. A brand name that conveys a positive meaning to the product is an ideal one as it gives the product "identity".
* Avoid names that are mere product descriptors. A brand name should not describe the product but it should distinguish it.
* The ideographic character of a country's language, especially in Asia-Pacific countries must be considered in developing and promoting a brand name.
* In testing brand names, naming and name testing must come after and not before the decisions on product positioning and the product concept.
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