Establish a presence through how well a brand is regarded in the market place and how consumers know and understand a brand.
The first function is the development of a name.
Brands & Branding How a Brand is Built - A Brand’s Name Brand names can take on various strategies. From companies such as General Motors and Proctor & Gamble (that are basically umbrella companies to sub brands) to product specific brands such as Adidas, Coke and Microsoft, they all have various functions to achieve. Sony Walkman PlayStation Bravia
A brand’s name for a consumer product should have a connection with its audience that communicates a point of difference and uniqueness.
Brands that don’t will have to rely on brand statements to communicate their message.
Brands & Branding How a Brand is Built - A Brand’s Name (continued) As brands have grown over the past few decades the name has become more important. Brands such as Proctor & Gamble’s product brands, Duracell Batteries and Bounty Paper Towels, have created names that tell a story and communicate the positive aspects of the brand.
There are other product categories that rely solely on the strength of the parent brand such as Nike Air Jordan and Google AdWords.
Leverage the strength of an established brand.
Brands & Branding How a Brand is Built - A Brand’s Name (continued) This works effectively in markets that are included in the overall business of the brand. Great examples of this are the products that Apple has and its I series including iPod, iPhone, iBook and iMac. All the products continue the Apple branding as well as the attributes.