The document discusses best practices for choosing memorable brand names. It notes that brand names should be simple, distinctive, easy to pronounce, and work globally. The naming process involves several filters: the marketing filter to define key qualities; the semantic filter to avoid negative meanings in other languages; the phonetic filter for pronunciation; the sound symbolism filter for visual appearance; and the legal filter for availability. Coined words and reinventing real words unrelated to the product can be successful strategies. Examples are given of brand names derived from abbreviations, foreign languages, founders' names, and descriptive terms about the product.

1. The science for choosing a
memorable Brand Name

2. The Importance of a Name
• The average person is bombarded with over 3000
messages everyday- one wants to reduce buyer
confusion and engender recognition through the use of
one’s name.

3. The Importance of a Name
• A name can inspire, excite, motivate and entice.
• It is very critical that the brand carries the right name
• A good brand name gives a good first impression and
evokes positive associations with the brand
• A good name provides clarity and recognition

4. What is a good name ?
• Apple/Nike/Orange: Strong logos and easy to remember
names but not connected to the type of business it does.
Still consumers have to strong recollection of these
brands
• Federal Express/National Broadcasting Corporation:
Manufacturer desires, consumer decides. A good name
hence is Fed Ex and NBC
• Duracell: signifies a quality of the product like durability.
Another example being Stronglas from AIS Glass.

5. Naming Process
• The Marketing Filter
– Define the product’s features, functions and benefits, the qualities
that would appeal most to customers, how the product differs from
competition
– Ex: The word “Power “ or “Speed “defines high octane fuel with
certain essential qualities as opposed to a flat, unleaded fuel.

6. Naming Process
• Semantic filter
– Its important to find out will the name work in the global market
place?
– Negative connotations, tongue twisting challenges and cultural and
religious affronts are frequent foreign language hazards
– Federal Express in Latin American countries, “Federal” conjured a
negative image of “federals”

7. Naming Process
• Phonetic filter:
• the phonetics filter incorporates pronunciation, readability, rhythm,
tone and vowel/consonant arrangement.
• Ex: Super Shell is simple to pronounce and not Shell
Super!

8. Naming Process
• Sound symbolism filter:
• We have to keep in mind that a corporate or brand name is often
seen not heard, so it is important to consider how it will look on
packaging, letterhead, signs, websites etc

9. Naming Process
• Legal filter:
• It is important to find out if it is legally available.
• Name should not have any negative connotations

10. The Do’s and Don’ts of naming
• A brand name has to be memorable, distinctive, easy to
pronounce and work globally
• Keep it simple. The longer a word is the less likely you are
to remember it
• Avoid clichés like ultra, pro, global hi tech, as they have
been used too often
• Coined words have been successful Pentium, OXO
• Reinvent a real word. Apple has nothing to do with
technology much like Shell and petroleum

11. ORIGIN OF SOME BRAND
NAMES
• Abbreviations / Acronyms :FedEx, Telco, Unisys, Microsoft, IBM,
Amul, KFC
• Arbitrary : Apple, Orange, Tamarind
• Classical : Maruti, Ganga, Ashok
• Foreign Languages : Samurai, Sansui
• Founders : Godrej, Bajaj, Gillette
• Symbolism : Mustang, Tiger Biscuit

12. Some more….
• Combination/Semantic : Nutrasweet ,Victorinox, Pagemaker
• Oxymoron : True Lies, Intimate Strangers Lowe Alpine
• Descriptive : Pudin Hara , Hajmola , Airbus , Duracell, Energizer

13. EXAMPLE FOR A TILE

14. Client Brief
• Vitrified is getting popular
• Need brand differentiation in the market
• Create a brand name that cues Vitrified
• Should cue Vitrified

15. Who we are talking to ?
• Builders and Architects
• Key influencers ( Trade )
• Secondary audience ( End user )

16. The Task
• Recommend a brand name for Vitrified tiles

17. Competitive brand names
• Western Vitro
• Marbonite
• Sonora Vitro
• Rock Slab & Asian Vitrified
• Marbito
• SOGO Vitrified tiles
• Vamora Vitrified tiles

18. Approach
• Looked at the following :
Style
Technology and Bigness
Premium
Strength

19. Cues with Style
• VitroSleek
• VitroSmooth
• VitroZing
• VitroLife
• VitroLine
• VirtoPride
• VitroLook

20. Cues with Technology & Bigness
• VitroTek
• VitroTech
• VirtoFit
• VitroSuper
• Vitro-Q
• VitroSpace
• VitroFloor

21. Cues with Premium & Strength
• VitroGloss
• VitroPremia
• VitroGLow
• VitroTouch
• VitroStrong
• VitroSupreme

22. Thank you