Brand name objectives

A good brand name should:

There are a few basic guidelines to follow when thinking of a brand name. First of all, the name it’s self. Is it be a name that can be copy written, and trademarked? Is it easy to remember and easy to pronounce? (In most markets, if a consumer can’t pronounce the name of a product, he or she won’t purchase it, or at least won’t recommend it to friends) It should stand out somewhat, and project a positive image. It should suggest the products quality, or convenience. It should also be original.

There are different types of brands, often two or three marketed by the same manufacturer into the same market for different purposes. Premium brands are usually top of the line, the flagship of that manufacturer in that market. Fighting brands are used to specifically outsell another brand.

There are also different methods of branding. For instance, corporate branding is when a company will put its name along logo onto a product directly. (For instance, Microsoft Reader) When Dove released not only soap, but lotion, moisturizers, and shampoo, that is what’s called family branding. Family branding is also a method of working your way into parallel markets. For instance, if Dove were to move into Dental Care products, they could use the name reputation, and image they earned in the bath supply market to move right in. There are endless methods: Brand licensing (a company letting another company use it’s name for a fee.) or whatever else.

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Good Brand Name Objectives