Do you ever like a brand, and everything that they have to offer, bit then you think to yourself "what a stupid name though!"? While a crappy name won't nesesarily doom a company for success, it can be a hurdle to overcome if botched. The art and science of great naming is absolutely about balancing a confluence of core concepts:
Companies should focus on domain name availability, descriptiveness, trademark strength, originality, length, integrity (the bigger picture of the name and brand), and lastly, the name's tested market appeal.
We don't ever want to find ourselves naming exclusively reaching for one particular aspect of a name, as there is a bigger picture to be considered.
Being integral: There is a major plus when a name can have some kind of double meaning, there is leverage to that even if only some notice or understand the double meaning, from the whimsy of the double entendre. For example, I am currently involved in Lays® potato chip brand creation contest. I picked Mediterranean Sea Salt as one of my names for a plain potatoe chip, as it has a kind of play on words aspect to it. This tautological quality of naming is often the hardest to obtain, but it is that quality that can tickle a customer with delight, and it is that quality that makes a brand seem balanced, or like it "just makes sense".
I have named many products I have designed over the years, and I like when the name I create can evoke a feel for what the product is related to before you even see so much as a logo. Names of my products like Slapstick, Blahbradoodle, Eiffel, Sharephones, Swfit, Ecrobrella, are good case studies in combining that kind of whimsy with evoking an idea.
Put another way, I tell my clients over and over that good story telling...
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...focus group, poll your e-mail list, or use research websites to find out which names people like the best, and why. Ask people with no stake in the brand what various names evoke in their mind.
Tie up loose ends: by securing your respective domain name variations, trademark protection, making sure the name doesn't mean something unintended (think how the Nova by Chevrolet inadvertently meant "No Go" in Spanish markets.
How will the domain name look? "Always make sure people can type your business name into the address bar and find you easily. A perfect example is the Women's Expo. The URL is www.womensexpo.com - To many people that reads "Women Sex Po". Not quite what the event is about!" says marketing expert Desiree Wolfe.
Lastly, put out Google alerts for your name and use social media to track your brand mentions and adjust to brand interpretations on the fly.
A trademark is one of the utmost valuable assets that an individual can possess. A trademark is not just a logo or a name, and it’s worth is not limited to the mark as such. A trademark is utilized in order to differentiate the services and goods of one trader to another. A trademark authorizes a business to exploit the market in order to entice customers, who permits them to recognize the marked good and likewise,
The name that I have chosen for my lemonade stand is “sweet and sour tropical sunshine”. The reason why I picked this name is because everyone know when its summer, its lemonade time. When summer is here that is when kids, parents and everyone else who you can think off will come out to have a nice time and to have a tall ice cold glass of golden tropical bursting with that sweet and sour Island flavor lemonade. I do believe that my lemonade stand name is important when considering branding options because the name is where people wants to be with its around summer or even in the winter time. A name like that customers will never forget especially when every customer wants that positive shine of golden taste to quench their thirst.
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
What’s in a name? Certainly, it can be tied to product identification, brand loyalty and a tremendous amount of revenue. Companies protect their trademarks knowing that public perception must be positive, controlled and maintained. Without control over your name, it seems self-evident that doom awaits. According to Jamie Lundi, “copyright genericide can occur when the benefits to society of copyright protection (i.e. the incentive to create) cease to outweigh the costs” (131). Truly, copyright protections won’t apply if the material becomes so used as to become commonplace. In his article, Pike comments upon rules and regulations that protect a company from losing creative control over
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Trademarks are also an important part of the day-to-day operations of my business. Special consideration to the appropriate use of trademarks and copyrights is needed when creating advertising and articles for publication in print and online. If hired to create a logo or corporate identity, our agency must make sure that a trademark is “sufficiently distinct to enable consumers to identify the manufacture of the goods easily and distinguish between those goods and competing products” (Clarkson, Miller, & Cr...
-Store brand name enables product to be accepted and adopted more easily by consumers because of brand recognition
The article talks about how valuable a name can be. Whether it is the name of a person or a company, a name can bring about monetary value to someone. “Like any asset, a good name can be bought or sold.” (Clarion-Ledger) The article uses examples such as the names of companies and goods, and relates them to a value that society has placed on them. “If you have a good thing, it will draw a crowd.” (Clarion-Ledger) It is the crowd that will respond to the name and spend money in that direction due to name familiarity.
One of the most important aspects of any business is its name. Our laws provide for a business to seek protection for its property. Congress established the trademark protections for businesses in the Trademark Act of 1881. It established a trademark law that applied to the interstate commerce clause in the Constitution (Busse, 2011). The trademark is considered one of the founding distinctions a company can own under our intellectual property laws. For consideration in this essay, we will discuss a very interesting court case that took place in the 1960’s. Back in the 1950’s, there were two restaurants legally established each with the name “Burger King.” In this case, two businesses were contending for the right to exclusively use
In order to ensure the success of a brand the company must put lots of planning and thought into the brands elements. The three brands I have chosen to examine in this branding exercise are Apple, Coca-Cola, and Target because they demonstrate many of the criteria used to evaluate brand success.
Tweak you product or service so that you create a name of your own, and not have to dislodge your competitor. Find a way to stand out - create your own niche. You do not have to encroach on other people 's territories.
Hillenbrand, Philipp; Sarael, Alcauter; Cervantes, Javier; Barrios, Fernando. (2013). Better branding: brand name can influence consumer choice. Journal of Product and Brand Management, 22(4), 300-308.
Intellectual property resembles brick-and-mortar businesses and in the world of e-business, laws and principles govern IP just as in traditional business. Among all intellectual property, domain names are unique to doing e-business and are functionally different from trademarks (Simensky, Bryer & Wilkof, 1999). Although intellectual property may be globally used in e-business, they are subject to laws the country in which the e-business operates. There are however, some basic global trademark law principles and use of domain names as required by the Internet Corporation for Assig...
Business Names: Idea 4 - Be Certain That The Name Relates Positively To Your Target
“Linked to a brand, its name is the symbol that adds to or subtract from the value provided by a product or service.” (Aeler, 1991) Like country of origin, brand equity is also one of the reasons why some people want to have a well-known brands in the whole world. Sometimes it is not all about the price anymore because in today’s generation brand is more important than