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Our top seven criteria for a good brand name

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Since a brand name can represent a product, service or company, one of the most important decisions you will ever make is on what name to use.

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Our top seven criteria for a good brand name

  1. 1. BRANDING, DESIGN & MARKETING OUR TOP SEVEN CRITERIA FOR A GOOD BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETING SINCE A BRAND NAME CAN REPRESENT A PRODUCT,SERVICE OR COMPANY,ONE OFTHE MOST IMPORTANT DECISIONSYOU WILL EVER MAKE IS ON WHAT NAMETO USE.
  3. 3. BRANDING, DESIGN & MARKETING IFYOUR BRAND NAME CAN DO SOME OR ALL OFTHE WORK IN IDENTIFYING WHATYOUR PRODUCT OR SERVICE IS ABOUT,AND HOW WELLYOU DO IT,THEN YOU HAVE A STRONG,HARDWORKING MARKETINGTOOL RIGHTTHERE ON EVERYTHINGYOU DO AND SAY.
  4. 4. BRANDING, DESIGN & MARKETING IFYOU DO NOTHING ELSE, TRY FOR STANDOUT.
  5. 5. BRANDING, DESIGN & MARKETING THE DIFFERENCE BETWEEN YOUR BRAND NAME ANDTHE BRAND NAMES OFYOUR COMPETITORS WILL BE CRUCIAL,AND SHOULD NOT BE UNDERESTIMATED BOTH IN THE SHORT AND LONGTERM.
  6. 6. BRANDING, DESIGN & MARKETING FOR MANY CONSUMERS,THE DIFFERENCE BETWEEN BRANDS IS NOTTHE PRODUCT,SERVICE OR COMPANY,BUT INTHE BRAND NAMES OR RATHERTHE PERCEPTION OFTHE NAMES.
  7. 7. BRANDING, DESIGN & MARKETING HERE’S OURTOP SEVEN CRITERIA FOR A GOOD BRAND NAME:
  8. 8. BRANDING, DESIGN & MARKETING DISTINCTIVENESS. DOES IT STAND OUT FROMTHE CROWD,ESPECIALLY OTHER NAMES IN ITS INDUSTRY? >ONE.
  9. 9. BRANDING, DESIGN & MARKETING THE FAMOUS GROUSE IS AN UNLIKELY NAME FOR A SCOTCH WHISKY,BUT IT DOES HAVE A SCOTTISH CONNECTION INTHE BIRDTHE GROUSE (AND POSSIBLY INTHE SCOTS’REPUTATION FOR BEINGTACITURN). >ONE.
  10. 10. BRANDING, DESIGN & MARKETING DOESTHE DISTINCTIVENESS OFYOUR BRAND NAME SEPARATE WELL FROM ORDINARYTEXT AND SPEECH? >ONE.
  11. 11. BRANDING, DESIGN & MARKETING THE BEST BRAND NAMES HAVETHE “PRESENCE”OF A PROPER NOUN.IN FACT SOME BRAND NAMES HAVE BECOME PROPER NOUNS INTHEIR OWN RIGHT (MUCHTOTHEIR MANUFACTURER’S ANNOYANCE),SUCH AS XEROX,FRISBEE,HOOVER AND JACUZZI. >ONE.
  12. 12. BRANDING, DESIGN & MARKETING NOTETHE PREPONDERANCE OF DOUBLE LETTERS – ANDTHE FACTTHAT X,O,Z AND V CARRY PARTICULAR VISUAL POWER. >ONE.
  13. 13. BRANDING, DESIGN & MARKETING BREVITY. ISYOUR CHOSEN BRAND NAME SHORT ENOUGHTO BE EASILY RECALLED AND USED? WILL IT RESIST BEING REDUCED TO A NICKNAME? >TWO.
  14. 14. BRANDING, DESIGN & MARKETING THE SHORTERTHE NAME,THE BIGGER IT CAN BE PRINTED, PROPORTIONATETOTHE AREA AROUND IT (THINK NIKE VERSUS NEW BALANCE ON AT-SHIRT OR A PRICETAG). >TWO.
  15. 15. BRANDING, DESIGN & MARKETING LONG MULTI-WORD NAMES WILL BE CONFUSED WITH OTHER WORDS, OR QUICKLY SHORTENEDTO NON- COMMUNICATING INITIALS. >TWO.
  16. 16. BRANDING, DESIGN & MARKETING ESSOTURNEDTHISTO ADVANTAGE, HAVING STARTED OUT ASTHE STANDARD OIL COMPANY OF NEW JERSEY,THEN ADOPTINGTHE INITIALSTO CREATE A SHORTER, SHARPER NEW NAME - >TWO.
  17. 17. BRANDING, DESIGN & MARKETING (WITHTHAT ALWAYS HELPFUL DOUBLE LETTER INTHE MIDDLE ANDTHE FOREVER ATTRACTIVE O ATTHE END: CONSIDER ALSO VOLVO,SPEEDO, BRILLO,ZIPPO AND LEGO). >TWO.
  18. 18. BRANDING, DESIGN & MARKETING APPROPRIATENESS. ISTHERE A REASONABLE FIT WITHTHE BUSINESS PURPOSE OFTHE ENTITY? >THREE.
  19. 19. BRANDING, DESIGN & MARKETING IF IT WOULD WORK JUST AS WELL – OR BETTER- FOR ANOTHER ENTITY,KEEP LOOKING. >THREE.
  20. 20. BRANDING, DESIGN & MARKETING LEGO –THE WORLD’S FAVOURITE TOY – IS DERIVED FROM,“LET’S PLAY,”IN DANISH,THE LANGUAGE OFTHE CREATORS. >THREE.
  21. 21. BRANDING, DESIGN & MARKETING THE NIKE‘SWOOSH’IS DERIVED FROMTHE WINGS OFTHE GREEK GODDESS OF VICTORY. >THREE.
  22. 22. BRANDING, DESIGN & MARKETING EASY SPELLING AND PRONUNCIATION. WILL MOST PEOPLE BE ABLETO SPELL THE NAME AFTER HEARING IT SPOKEN? WILLTHEY BE ABLETO PRONOUNCE IT AFTER SEEING IT WRITTEN? >FOUR.
  23. 23. BRANDING, DESIGN & MARKETING LIKEABILITY. WILL PEOPLE ENJOY USING IT? NAMESTHAT ARE INTELLECTUALLY STIMULATING AND ENGAGING,OR PROVIDE A‘GOOD MOUTH FEEL’, HAVE A HEAD START OVERTHOSE THAT DON’T. >FIVE.
  24. 24. BRANDING, DESIGN & MARKETING APPLE,FOR EXAMPLE,IS A PERFECTLY AGREEABLE WORD,AS ISTWITTER AND GOOGLE.THEY’RE ALSO ONLYTWO SYLLABLES LONG AND FEATURE DOUBLE LETTERS. >FIVE.
  25. 25. BRANDING, DESIGN & MARKETING EXTENDIBILITY. DOESYOUR BRAND NAME HAVE‘LEGS’? >SIX.
  26. 26. BRANDING, DESIGN & MARKETING DOES IT SUGGEST A VISUAL INTERPRETATION (LIKE APPLE AND ITS FAMOUS,BITTEN FRUIT ICON, AND PUMA,OF SPORTSWEAR FAME) OR LEND ITSELFTO A NUMBER OF CREATIVE EXECUTIONS? >SIX.
  27. 27. BRANDING, DESIGN & MARKETING GREAT NAMES PROVIDE ENDLESS OPPORTUNITIES FOR BRAND PLAY. >SIX.
  28. 28. BRANDING, DESIGN & MARKETING PROTECTABILITY. CANTHE NAME BETRADEMARKED? >SEVEN.
  29. 29. BRANDING, DESIGN & MARKETING WHILE MANY NAMES CAN BE TRADEMARKED,SOME NAMES ARE MORE DEFENDABLETHAN OTHERS, MAKINGTHEM SAFER AND MORE VALUABLE INTHE LONGTERM. >SEVEN.
  30. 30. BRANDING, DESIGN & MARKETING Our Top Tip:
  31. 31. BRANDING, DESIGN & MARKETING THE NAMING OF A BRAND CAN LEADYOU INTO ATIME-WASTING MINEFIELD OF CONFUSION,SUBJECTIVITY AND EVEN LEGAL DIFFICULTIES,SO IT MAY BE WELL WORTH CALLING IN AN EXPERIENCED BRAND CONSULTANT WHO SPECIALISES IN NAMING,POSITIONING AND BRANDING STRATEGY.
  32. 32. BRANDING, DESIGN & MARKETING THAT WAY,ALLTHE ELEMENTS OF YOUR BRAND ARE MORE LIKELYTO HARMONISE AND STRENGTHEN THE OVERALL IMPACT.
  33. 33. BRANDING, DESIGN & MARKETING AN EXPERT IN BRANDING,SUCH AS DARWIN,CAN HELPYOU MORE SMOOTHLY NAVIGATETHE WHOLE PROCESS AND PROVIDE A CLEARER PERSPECTIVETO YOUR PROJECT.
  34. 34. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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