The Art of Brand Naming Essay example

The Art of Brand Naming Essay example

Length: 930 words (2.7 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

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...

... middle of paper ...

...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 - 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.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Brand Resonance : A Brand Essay

- A brands main goal is to build a relationship amongst each individual customer. This means the customers should have a psychological and deep emotional connection with the brand. A term used for this is brand resonance. Brand resonance as defined in lecture is a brand that emotionally connects to the customer by embedding in the routine and enhancing the experience of its users. By achieving brand resonance the brand must achieve the following three categories: behavioral loyalty, sense of community and active engagement....   [tags: Brand, Customer, Brand management]

Better Essays
1158 words (3.3 pages)

Creating An Authentic Personal Brand Essay

- Introduction When speaker Brené Brown was about to give a talk, the event coordinator struggled with calling her a “researcher,” saying that people might not want to come because they would think she was “boring and irrelevant.” Instead, she wanted to call her a “storyteller” since she thought Brene´Brown’s story-telling abilities were a highpoint. Brown’s academic insecurity was not satisfied in simply being called a “storyteller.” She decided her qualitative research was, in actuality, collecting stories and concluded, stories, were “data with a soul.” She then embraced the title “Researcher-Story-teller,” which combined her unique abilities (Brown, 2010)....   [tags: Brand management, Brand, Communication]

Better Essays
885 words (2.5 pages)

Essay about The Appeal Of The International Brand Of Wacom

- ... The numerous new upgrades are things most people would never actually use but they still desire the chance to say that they own the newest craze. I bought the Cintiq Companion because it was marketed to replace my laptop. That never actually happened. Owning the newest branded product became a display of wealth and knowledge. “Fashion-oriented, premium-priced branded goods make up [an] important cluster of…global products. Gucci, Louis Vuitton, and Prada bags are sold around the world, unchanged from one place to another....   [tags: Marketing, Brand, Wacom, Advertising]

Better Essays
1114 words (3.2 pages)

The Impact Of Counterfeiting On The Brand Equity Essay

- 1. Introduction Louis Vuitton, Chanel, Gucci, Dior, Prada, Jimmy Choo, Hermes, Rolex…. These are all; luxury brands and they are everywhere. The luxury fashion market represents an important and increasing sector of worldwide retail (Husic and Cicic, 2009). However, since the last two decades, the luxury industry has been losing billions because of counterfeited products. Counterfeit can be defined as: “…Those bearing a trademark that is identical to, or indistinguishable from, a trademark registered to another party and infringe the rights of the holder of the trademark.” (Bian and Moutinho, 2011)....   [tags: LVMH, Luxury good, Brand, Gucci]

Better Essays
3375 words (9.6 pages)

Fake Brand Origin Heritage And Brand Essay

- Fake Brand Origin Heritage As connecting your brand to COO became such an important aspect in branding and market-ing, few companies have built their brand on country aspects even when they operate in com-pletely different part of the world (Chang, 2006). It is necessary to understand that even though brand have a relation to a certain country, it actually does not have an obligation to that place. We can see this in fashion industry as Armani (Italian clothing brand) products are produced in many developing countries, therefore Armani should be called brand with origin, rather than product with origin....   [tags: Brand, Brand management, Branding, Brand loyalty]

Better Essays
1073 words (3.1 pages)

The Importance Of Product Naming And Branding Essay

- The competition in today’s market is challenging when developing a new product. Therefore, understanding the importance of product naming and branding should be included in the strategy of all new product development projects. In addition, to developing a great product name protecting the product is also important. Therefore, organizations need to consider the amount of time, research, and costs associated with the development of the product as they decide on intellectual property protection. The Importance of Product Name A product’s name and brand is very important to the success of a new product as it affects the perception of the product....   [tags: Trademark, Intellectual property]

Better Essays
730 words (2.1 pages)

Brand Equity Assessment : A Brand 's Performance Essay examples

- Brand Equity Assessment According to Rosenbloom, 2004, a brand’s performance can be evaluated by seven dimensions- leadership, stability, market stability, internationality, trend, support and protection. ANI is definitely not the only school that is in the market but it is categorized as one of the good IB boards in Auckland, so it can be incurred that it has no market leadership but more importantly a stable and sustainable market. ANI also caters to international and worldwide students with its education system and enrolment of 20 international students....   [tags: Brand, Brand equity, Brand management]

Better Essays
799 words (2.3 pages)

Why Buy The Name Brand Or Off Brand Products? Essay

- ... There are four different types of manufactures that create off-brand products. The first is when the name brand manufactures employ their resources and produce the off-brand products right alongside the name brand products, for the purpose of suppling the stores with off-brand products. The second is when the off-brand or better known as store brand products are made in separate factories but are still owned by the name brand manufactures. The third is when the store chooses to produce their own products in separate factories....   [tags: Brand, Brand management, Difference]

Better Essays
797 words (2.3 pages)

The Chocolate Brand Essay

- ... 6. Mostly people like to purchase national brand that is 77% and rest 23% purchase foreign brand because of status and other reason. 7. peole mostly like Cadbury because of taste and qualitythat6 is 48% and after that they like Amul that is 32% and Nestle capture the little market segment that is 30% 8. Mostly people consume chocolate occasionally that is 40% ,daily 22% weekly 20% and monthly 18%. 9. People select the chocolate brand on the basis of taste 27%,on the basis of quality 33%,on the basis of brand 22% and on the price is 18% .Thus pople mostly faver the taste 10. Consumer prefers the milky and temptation chocolate like 5Star and Barone in comparison to wafers like perks and...   [tags: Brand, Brand management, Consumer]

Better Essays
1468 words (4.2 pages)

The Walt Disney Company: The Art Of Brand Building Keeps Disney Center Stage

- The Walt Disney Company has evolved from a wholesome family-oriented entertainment company into a massive multimedia conglomerate. Not only is Disney a producer of media but it also distributes its and others’ media products through a variety of channels, operates theme parks and resorts, and produces, sells, and licenses consumer products based on Disney characters and other intellectual property. CEO Michael Eisner has been instrumental in many of these changes. How can such extensive changes occur while trying to maintain the Disney brand....   [tags: Disney Marketing Brand]

Better Essays
1669 words (4.8 pages)