Creating versus Modifying a Brand

Creating a Brand is Easier!
Amit S Verulkar, Manager, India, Member
In my opinion creating a brand is easier than modifying it.
Once the brand is created it communicated the values, strength, and creates the equity.
Playing with the created brand may hamper the brand value and even change the image.
It is better to create the other brand category which will not affect the existing brand. The new brand may get success or not. The existing will remain as it is. So it is always preferable to create a new brand rather than modifying existing one.

How to Create a STRONG Brand?
Carlos Neira, Student (MBA), Colombia, Member
I think, that creating a brand is not so difficult. The issue is to make that brand strong and be on the top of heart & mind of the people. Not only of your targets but all people.
This is the challenge: how to make your brand the strongest one!

Discovering Brand Names
VENKATESH, Manager, India, Member
If you are a international brand do find out the meaning that 'brand name" holds in the countries of your presence.
We need not overemphasise the use of structured methods to discover a name as we shouldnt forget that a fuzzy logic is also at work.
Everyone names their children. The process of naming products should be no different. It is a child of customer and promoter.