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A
brand can take many forms, including a name, sign, symbol, color
combination or slogan. The word brand began simply as a way to
tell one person's cattle from another by means of a hot iron stamp.
A legally protected brand name is called a trademark
Brand name
A N A M E T H AT R E Q U I R E S N O I N T R O D U C T I O N , N O E X P L A N AT I O N A N D V E R Y L I T T L E A D V E R T I S I N G T O G I V E I T C L O U T .
A great brand name is one of the most powerful forces in branding, marketing and advertising. It is at once the
story about what makes you different from your competitors and the emotional tug that connects you with your
audience—all in one or a few words.
A brand name that wields that much power can only come through a powerful positioning strategy—one that keys
in on the kind of appeal that can touch the hearts and minds of your market in a way the world may have never
seen. A great brand name can do this and own the talk of an industry. As you can see, there’s quite bit in a brand
name.
Brand names have so much riding on them—way too much to leave to already overworked brains of a few
employees, tossing around ideas at lunch or entering a contest, as many companies like to approach naming.
Those people simply don’t have enough time to take into account the many things that must be considered when
developing a brand name, such as: comprehension, memorability, ease of pronunciation, negative and positive
associations, competitors, trademarks and domain name possibilities. These are just a few reasons smart
companies that need a brand name turn to naming professionals, like Brand Identity Guru Inc., for guidance.
Communicating brand strategy is key to a great brand name.
Words project both meaning and feeling. Your brand name should communicate in a way that fits your overall
brand strategy, whether that’s straightforward functionality (PowerBook) or more emotional (Carnival Cruise lines
and their “FunShips”). If it does, every time somebody mentions the name, it’s an advertisement—one you didn’t
have to pay for.
Great brand names roll off the tongue.
The sound of the spoken name, regardless of what it means, is a big consideration for brand names. An easy-to-
understand pronunciation translates across languages and is more likely to be remembered.
Like the last puzzle piece, a good brand name fits right in.
Most established companies (not start-ups) have a set roster of corporate nomenclature for products, processes
and services. Any good brand name is going to build on that “naming culture.” Not to do so would squander an
opportunity to bring even more value and strength to that “culture” and the overall brand.
THE COKE B R A ND N A M E
A good example of a continuing competitive advantage of this kind is Coca Cola. The customer generally asks for
a Coke by name; they do not buy a ‘cola’. Coca Cola is a long time investment of Berkshire Hathaway and one
that Warren Buffet has constantly said is never for sale.
Some companies can obtain a continuing competitive advantage by having a monopoly, or being part of a
marketing structure that operates as a monopoly. A good example of this is Freddie Mac, The Federal Home
Loan Mortgage Corporation, established by Congress to buy and securitize mortgages, reselling them to
investors as guaranteed mortgage pass-through certificates. This was an earlier investment of Warren Buffett.
There are also some companies that market commodity products so well that they distinguish their commodity
product from that of their competitors and so put their own special ‘brand’ upon their product. They can achieve
this by marketing, continuous improvement, by quality production and service, or in many other ways.
McDonalds sells hamburgers and, if truth be known, their hamburgers are no better than those of their
competitors. McDonalds has made itself a brand name primarily through marketing, uniformity of product, and
accessibility.
Gillette sells razor blades, not a unique product. It has become dominant in the market, and a brand name,
because it markets itself well, continually improves its product – track the progress of the shaving tool) – and its
products are reliable
A good example of a continuing competitive advantage of this kind is Coca Cola. The customer generally asks for
a Coke by name; they do not buy a ‘cola’. Coca Cola is a long time investment of Berkshire Hathaway and one
that Warren Buffet has constantly said is never for sale.
Some companies can obtain a continuing competitive advantage by having a monopoly, or being part of a
marketing structure that operates as a monopoly. A good example of this is Freddie Mac, The Federal Home
Loan Mortgage Corporation, established by Congress to buy and securitize mortgages, reselling them to
investors as guaranteed mortgage pass-through certificates. This was an earlier investment of Warren Buffett.
There are also some companies that market commodity products so well that they distinguish their commodity
product from that of their competitors and so put their own special ‘brand’ upon their product. They can achieve
this by marketing, continuous improvement, by quality production and service, or in many other ways.
McDonalds sells hamburgers and, if truth be known, their hamburgers are no better than those of their
competitors. McDonalds has made itself a brand name primarily through marketing, uniformity of product, and
accessibility.
Gillette sells razor blades, not a unique product. It has become dominant in the market, and a brand name,
because it markets itself well, continually improves its product – track the progress of the shaving tool) – and its
products are reliable
Brand awareness, In general, means the extent to which a brand associated with a particular
product is documented by potential and existing customers either positively or negatively.
Creation of brand awareness is the primary goal of advertising at the beginning of any
product's life cycle in target markets. In fact, brand awareness has influence on buying
behaviour of a buyer. All of these calculations are, at best, approximations. A more complete
understanding of the brand can occur if multiple measures are used.
A brand equity is the positive effect of the brand on the difference between the prices that the
consumer accepts to pay when the brand known compared to the value of the benefit
received.
There are two schools of thought regarding the existence of negative brand equity. One
perspective states brand equity cannot be negative, hypothesizing only positive brand equity
is created by marketing activities such as advertising, PR, and promotion. A second
perspective is that negative equity can exist, due to catastrophic events to the brand, such as a
wide product recall or continued negative press attention (Blackwater or Halliburton, for
example).
Colloquially, the term "negative brand equity" may be used to describe a product or service
where a brand has a negligible effect on a product level when compared to a no-name or
private label product. The brand-related negative intangible assets are called “brand liability”,
compared with “brand equity
Brand association is anything which is deep seated in customer’s mind about the brand. Brand should be
associated with something positive so that the customers relate your brand to being positive. Brand associations
are the attributes of brand which come into consumers mind when the brand is talked about. It is related with the
implicit and explicit meanings which a consumer relates/associates with a specific brand name. Brand association
can also be defined as the degree to which a specific product/service is recognized within it’s
product/service class/category. While choosing a brand name, it is essential that the
name chosen should reinforce an important attribute or benefit association that forms
it’s product positioning. For instance - Power book.
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© 1998 - 2009
Management Study Guide
Keywords: Brand Equity, Brand awareness, Brand Association, Perceived Quality, Brand
Loyalty.
Define the vision. Before moving ahead with the web site, create a brand positioning
statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’”
says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a
technology and market research firm that advises on the effects technology has on
consumers and businesses. Good brand statements typically include the company’s
mission, vision and values. “It’s succinct. It’s typically something that will fit on a page
easily,” he says.
Build a brand worth believing in. “Do you so believe in what you’re creating that you would
trademark it?” says Andrea Fitch, president and CEO of RedCarpet Creations, Inc., and
national president of the Society for Marketing Professional Services, both based out of
Alexandria, Va. Really consider what kind of brand could represent the business through the
next decade. “Don’t have a logo that in five years you’re going to be tired of and discard for
another,” she says.
Remember, the web site is the brand. “A web site is not just a communication medium,”
Manning says. “It is actually a channel that must deliver on the promise.” Essentially, a web
site should embody the promise that it makes to customers. If, for instance, a business
claims to be innovative, the web site should look fresh and modern.
Create a cohesive experience between all mediums. Before she launched her company’s
new web site, Fitch made sure it would be an event that her potential clients would never
forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that looked like
rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once
online, the web site was an extension of the invitations because it followed through on the
themes of red carpet imagery and references to visitors being treated like a VIP. Customers
should easily be able to recognize the company’s brand, whether it is print, online or some
other form of media, Manning says.
Don’t sacrifice creativity. Once the brand’s guidelines are established, creative choices
must bring those attributes to life, Manning says. Don’t let the company’s brand become so
dominating that there is no room for new thoughts and ideas. Brand should be the jumping-
off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses
that a sense of fun and whimsy will only enhance the likelihood that people will take an
interest in the web site.
Don’t communicate brand at the expense of delivering. While a web site can be a
significant tool for building brand awareness, clarity and functionality are paramount. “Just be
careful not to let the communication about your brand get in the way of delivering your
message,” Manning says. People should be able to understand how to navigate the site
without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy
people into liking your brand,” he says.
Listen to the customers: They determine a brand’s true value. Pay attention to customer
feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it
comes to building a brand, a company can incorporate everything from signature colors to
catch phrases, but at the end of the day, it’s the consumer who decides what a brand is
really worth. “It’s not what you say [about] yourself, it’s what others say of you,” Fitch says.