Creating a Brand Name!

Creating a Selling Brand Name!

Choosing unique brand names that will differentiate the products among competing products and reflect the distinctive features of the products is as important as the branding strategies. We are in a period where determining a brand name is getting more and more difficult with each passing day. Creating a brand name, which is the most important element of differentiation in this period of increasing competition and communication, is like looking for a needle in a haystack. We can see the rapid development and change of communication and marketing in the brand names we deal with periodically. When we examine the brands in the first period, Kiğılı, Ülker, Koçtaş etc. We see that brands benefit from the name or surname of the creator of the brand, and brands that still take their names from their founders also provide the reliability of their founders.

The brand name is defined as a form of expression that conveys the promises of the brand. In addition, an effective brand name integrates the functional and symbolic components of the brand with the brand promise, enabling the consumer to meet with the brand personality and brand positioning strategy. In short, the most important differentiation that distinguishes a brand from others is the correct determination of the brand name.

The first step before starting the brand name process should be deciding what kind of name would suit the product or service. Setting out before these decisions are made will be like paddling in the ocean. According to research, a product with an ordinary name does not sell as well as a product with a medium quality but interesting name, and if a product with a common name fails in the market, it will be very difficult to achieve efficiency even if the product is modified. For this reason, the first ideas about the determination of the brand name are obtained with the help of the advertising agency or marketing research institutions. Companies that carry out scientific studies in the process of researching the brand name

(namelab);

– Association tests (what kind of image comes to mind)

– Learning tests (is the name easy to pronounce?)

– Recall tests (how to remember name)

– Preference tests (which names were preferred), they use methods such as.

– Interesting-sounding names that don’t make any sense (Sony, Kodak)

– Not related to the functions of the product (Panda, Omo)

– Reflecting the quality or function of the product (Yünsa)

– Conveying what the product does or what it is (Silen, Yumoş)

– Making use of words in other languages (Lux)

– Owned by the founder of the company (Ford, Vakko, Gillette, Hilton, Honda, Dell, Ülker)

– Owned by famous people (Lincoln, Napoleon)

– From region names (Kavaklıdere, BMW, BP, Marlboro)

– From nature (animal, plant) (Palmolive, Apple, Coca Cola, Shell)

– Legend, inspired by myths (Atlas, Viking paper)

– It can be of many types, such as (IBM, BMW), consisting of the initial letters of the business.

A brand name has three basic functions:

– Defines a good or service that allows the consumer to accept it or not.

– It communicates with the consumer by conveying symbolic or functional (or both) messages for descriptive features of the brand.

– Protects the value of the firm with its legal protection function.

Brand Name Spectrum (Blackett)

Kodak – Sony – Persil

Rejoice Wash&Go

Nescafe/Nesquick

Independent, meaningless names

Reminder and integrative names

The first step before starting the brand name process should be deciding what kind of name would suit the product or service.

Fully descriptive names

It creates some difficulties in brand-consumer communication. By evoking the meaningless and non-existent (abstract), they aim for the consumer to load the values related to the brand himself. It takes a long time to achieve consumer understanding and acceptance. However, many benefits in the form of positive communication and cooperation, satisfaction and effectiveness are possible by perceiving this intangibility factor as a tangible element. For example, Sony “innovative technology”, Kodak “natural colors” integrated with “intense quality”.

These are the names that enable the consumer to understand the relationship with a product category and field, and that can easily communicate with the consumer, and often give clear and clear messages.

Descriptive names are generally simple, direct and basically conservative in tone, easily communicative in the short term. However, it has disadvantages such as easy imitation and difficulty in legal protection.

When the name options are reduced from thousands to 5-10, the criteria to be considered in the process of determining the brand name are as follows:

– It should be easy to remember and say. Brand names that are long to pronounce can often jeopardize a lucrative potential market.

– It should reflect product benefits and quality. Care should be taken to choose a brand name that is compatible with the product’s functions (Head&Shoulders)

– It should be distinctive. Names that should not bear similarities with competitors and that include product descriptive and differentiating features should be preferred.

– Linguistic features should be paid attention to. When successful brand names are analyzed, sound or syllable repetition (alliteration), imitation, reflection (onomatopeia)

– It should be adaptable. It should also be adaptable for products that will be added to the product line in the future.

– Attention should be paid to its applicability in the international arena. Names that will not create a negative connotation in international markets should be given to the product.

In short, creating a brand name in accordance with the brand strategy and promise will minimize your marketing expenses, enable you to easily occupy your consumer’s mind and make a difference among your competitors.