The next 60 minutes+ Nuts and bolts of name research+ What name research can accomplish+ How to prepare for research+ Diff...
Naming: A high-stakes game+ Trademark clearance+ Linguistic reviews+ Registration of domain names+ Positioning+ Visual ide...
Why validate a name?+ To determine whether a name accomplishes its purpose:   + Distinctiveness   + Consideration+ To unde...
Scenarios in which name research is useful+ Merger or acquisition   + When a new company name is a possible outcome, you c...
What name research should not be used for+ To pick a ―winning‖ name+ To determine the likeability of a name+ A means of so...
AssociationsThoughts, feelings andimagery that people tie towords                             6
DimensionalityGreater dimensionality is a keyindicator, at face value, of aname’s ability to be memorableand engage consum...
FlexibilityThe more flexible a name is, theeasier it is to adapt to differentproduct line extensions or price tiersNames w...
ValuecontributionHow well the name contributes value tothe concept, category or brand                                     ...
Messaging,voice andpositioningDeveloped from the language people use todescribe their needs and the personalitytraits they...
EmotionalengagementHow a name makes a person feel                                 11
PronounceabilityHow can you remember (or recommend)a product if you can’t say it?                                      12
AuditoryresonanceHow a name sounds and whether thename matches peoples perception ofthe product or category               ...
Consumerneeds- Functional and emotional benefits- What drives preference- How you measure up                              ...
Linguisticcheck andtrademarksearch             15
Brandarchitecture- What role it will play in naming- Competitor/category naming conventions                               ...
The pros and cons of different methodologiesIt is important to remember that, regardless of the methodologyyou choose, qua...
Eliciting feedback–the phased reveal+ Round I: The name at face value+ Round II: The name in context+ Round III: Associati...
Certain names may test better than othersCoined words                  Evocative words           Suggestive words(Kleenex)...
Context is important…+ Ecological validity is critical+ Without it, our understanding of human perceptions and  decision-m...
With brand attributes, more doesn’tmean better+ Names should deliver on the characteristics that your product  or company ...
Memorability is good, but difficult to measure+ You need to be top-of-mind if you want people to buy+ High imagery names a...
Brands and categories fit differently+ ―Fit to brand‖ and ―fit to category‖ are typical metrics+ But ―fit to category‖ can...
Key takeaways+ Name research can reveal what a word does for a brand+ It can also mitigate risk+ But it is critical to und...
What's in a Name?
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What's in a Name?

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Siegel+Gale's Global Director of Research Insights Lisa Bertelsen and Global Director of Naming Nik Contis co-presented the session "What’s In a Name? Unlocking powerful brand names through market research" at MRA 2012 Annual Conference and Expo. The session looked at naming from the perspective of a market researcher and seasoned "namer," offering guidance on name evaluation and research design.

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  • DimensionalityThe RANGE of associations people have with particular words…what kind of EXPERIENCE a product by this name will deliverLevel of engagement—how extensible a word is, how rich in meaningQUANTITY AND QUALITY of associations (positive, negative or neutral) are critical
  • DimensionalityThe RANGE of associations people have with particular words…what kind of EXPERIENCE a product by this name will deliverLevel of engagement—how extensible a word is, how rich in meaningQUANTITY AND QUALITY of associations (positive, negative or neutral) are critical
  • What's in a Name?

    1. 1. The next 60 minutes+ Nuts and bolts of name research+ What name research can accomplish+ How to prepare for research+ Different research methodologies+ Pitfalls to avoid when designing research and interpreting data 1
    2. 2. Naming: A high-stakes game+ Trademark clearance+ Linguistic reviews+ Registration of domain names+ Positioning+ Visual identity 2
    3. 3. Why validate a name?+ To determine whether a name accomplishes its purpose: + Distinctiveness + Consideration+ To understand how a name affects perception: + How does it contribute value to the brand? + What is the brand personality that the name helps to create? + Does the name help the brand stretch (e.g., price tiers, need states, different product categories)?+ To mitigate risk (e.g. perform a disaster check)+ To help inform the rationale for a name decision and overcome factors that can sway decision-making: + Biases + Internal politics + Idiosyncrasies 3
    4. 4. Scenarios in which name research is useful+ Merger or acquisition + When a new company name is a possible outcome, you can determine the equity of that name and how it maps to the equity of the existing company brands+ Complex issues surrounding brand architecture + The ability of a name to encompass different price tiers or need states+ Regional performance of various names+ Competing agendas or company politics+ Consensus-driven corporate culture 4
    5. 5. What name research should not be used for+ To pick a ―winning‖ name+ To determine the likeability of a name+ A means of soliciting ideas from consumers+ When options are so similar or extremely literal Which do you prefer… - “I.Q.” - “Smart” OR - “Professional” ? 5
    6. 6. AssociationsThoughts, feelings andimagery that people tie towords 6
    7. 7. DimensionalityGreater dimensionality is a keyindicator, at face value, of aname’s ability to be memorableand engage consumers at anemotional level 7
    8. 8. FlexibilityThe more flexible a name is, theeasier it is to adapt to differentproduct line extensions or price tiersNames with greater flexibility canprovide companies with more up-market (or down-market) stretch 8
    9. 9. ValuecontributionHow well the name contributes value tothe concept, category or brand 9
    10. 10. Messaging,voice andpositioningDeveloped from the language people use todescribe their needs and the personalitytraits they assign to the brand 10
    11. 11. EmotionalengagementHow a name makes a person feel 11
    12. 12. PronounceabilityHow can you remember (or recommend)a product if you can’t say it? 12
    13. 13. AuditoryresonanceHow a name sounds and whether thename matches peoples perception ofthe product or category 13
    14. 14. Consumerneeds- Functional and emotional benefits- What drives preference- How you measure up 14
    15. 15. Linguisticcheck andtrademarksearch 15
    16. 16. Brandarchitecture- What role it will play in naming- Competitor/category naming conventions 16
    17. 17. The pros and cons of different methodologiesIt is important to remember that, regardless of the methodologyyou choose, qualitative thinking drives name research Qualitative Quantitative+ Explores respondents’ + Results are projectable perceptions, feelings and the (representative of the entire associations they have with population being researched) particular words and brand + Confers statistical rigor and+ One on one (IDI) format validity+ Respondents can fully + Can also be more time- and interact with stimuli cost-effective 17
    18. 18. Eliciting feedback–the phased reveal+ Round I: The name at face value+ Round II: The name in context+ Round III: Association with the corporate brand 18
    19. 19. Certain names may test better than othersCoined words Evocative words Suggestive words(Kleenex) (Cloud tissues) (SofTish tissues)+ ―Made up‖ means + Rich range of + Literal and more these can be difficult to associations familiar, so tend to connect with functional perform better attributes + Tend to engage, support an experience + Require less ―thinking‖+ Can be more or interpretation distinctive (implications + Not as transparent as for trademark suggestive names + May not stand out clearance and domain name searches)+ More ambiguous = more flexible+ Less polarizing 19
    20. 20. Context is important…+ Ecological validity is critical+ Without it, our understanding of human perceptions and decision-making is flawed+ Notional applications (e.g., a business card, an advertisement) contribute to what is being communicated about the product, so they should be tested when possible 20
    21. 21. With brand attributes, more doesn’tmean better+ Names should deliver on the characteristics that your product or company wants to be associated with+ But names alone do not need to convey all the desired attributes+ Look also to typography, logo, in-store experience and advertising 21
    22. 22. Memorability is good, but difficult to measure+ You need to be top-of-mind if you want people to buy+ High imagery names are easier to remember than low imagery names+ Memorability can lead to greater word-of-mouth sharing, making it cheaper to build brand awareness+ But true testing requires a time lapse, ideally when the decision-making takes place 22
    23. 23. Brands and categories fit differently+ ―Fit to brand‖ and ―fit to category‖ are typical metrics+ But ―fit to category‖ can be at odds with differentiation+ Differentiated ideas are initially disliked by people because they are unfamiliar 23
    24. 24. Key takeaways+ Name research can reveal what a word does for a brand+ It can also mitigate risk+ But it is critical to understand what research can and cannot achieve+ If done well, research can provide insight into: + What associations words can create—be they imagery, sounds, feelings or experiences + How people respond to particular words + The impact of a name on their relationship to your product, service or corporate brand 24
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