Criteria for Brand Name Success
Marten van der Zee, Student (University), Netherlands, Premium Member
A major part of developing a successful brand is to select the appropriate brand name or mark. Avlontitis and Papastathopoulou (2006) developed a list of guidelines associated with brand name success:
1. Use many vowels (e,a,u,i,o,y) for making pronunciation easier (example: IKEA)
2. Brand name must be preferably short (example: Fiat)
3. Brand names should not carry negative or offensive meanings (note that words have different meanings in different countries/languages)
4. Use artificial brand names (example: Apple)
5. Name could describe certain product characteristics or uses (example: Everyday ...)
6. Name may suggest the impact they have on people (example: Easy jet)
7. Brand names should not be similar to competitive brands for avoiding confusion. (example: Goodrich and Goodyear tyre manufacturers). Besides 'Googling' the intended name, there are also companies providing the service of checking for similar names.
Furthermore the brand ...