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PRODUCT

MANAGEMENT
Branding [tactical]

Fundamentals

Brand namakarana
Its significance
Brand name types

Brand name criteria


Naming tradeoffs
Brand name
development process

Brand namakarana
[Significance]

Identify
Communicate
Protect
Enable

Brand name types

Descriptive

Blended / bridged

Expressions unique to
language whose meaning
cannot be simply
predicted from meaning
of its constituents

Existing word in new


context

Made-up & non-sensical


Names origin,
structure, and / or
level of meaning?
Acronym

Something about brand

Surname
Arbit

Two / more words or


parts of words

Invented

Connotative

Business category
evident

Idiomatic

Initial letters of name,


combine initial letters
or parts of a series of
words

Altered / constructed

One word

Naming trends

n Gunderson, Trademark Trends Report, 1997, Andrew McCrum,Brand Names Today Compared to Those 10
nagement 8(2), November 2000, pp. 111-120, Susan Fournier et al., University of South California [5-502-0

Brand name criteria

Communicable
Relevant
Memorable
Distinctive
Likeable & appealing
Pronounceable
Protect-able
Global
Durable
Versatile
Relative importance of criteria

Relative importance of
criteria

7-point scale [ 7 = Extremely Important

urce: Chiranjeev Kohli and douglas W. LaBahn, Observations: Creating Effective Brand Nam
A study of the Naming Process, Journal of Advertising Research, Jan. / Feb. 1997, pp. 67-75

Naming tradeoffs

Familiar vs. memorable


Cost efficient vs. flexible
Versatile vs. risk of becoming
meaningless
Semantic & linguistic relevant vs. global
Communicable vs. protect-able

Brand name development


process

Brand Name

Brand & Business Strategy


Creativity / Generation
Disciplined Evaluation / Decision
Design & Launch

Good brand name

Brands Role / Purpose


Arbit combi will work

Purely for identification

Neologism

Expression / new meaning

Kodak, Nerf

Special purpose

Help position brand


Use letters that already have meaning

Care Free, Die Hard, Holiday Inn

Good brand name

Products as bridgehead to
line of products

Not limit firm


Liquid Plumr to line
of crystals
Western Hotels - to
Western

Long term market position

More general & less


dramatic name
preferred
But - if to be in the
market temporarily
Screaming Yellow
Zonkers Snacks

Physical / sensory
qualities of brand
Easy to pronounce, spell
& remember

Clear & relevant message


Product characteristics

Hondas Acura, Grey


Poupon, Haagen Dazs

Isovis motor oil [equal


/ constant velocity]

Brand insult [irritate


particular market group]
Rolls Royce Silver Mist
[manure in German]

Practitioners suggestions

Digitals for modernity


Family brands

Quick
Cheap
Void of surprises

Use stop letters, plosives

Geographic connotations

Ridiculous
Embellished ordinary word
Odd letter

Klassy Kut Klothes

Letter play

My Sin Cologne

Reinforced low price

Reggie Jackson candy bars

Attention grabber

The Glenlivit

Personalities

Citi bank vs. City bank

Borrow clout
The for Dignity

Evening in Paris

Natures as Serutan

Symbol

Travellers Red Umbrella,


Prudentials Rock