All about Branding
Learn from colleagues and experts
Join now. Now 30 days for free.
Log in
X
Why register?
Welcome to the world's #1 website about management.
- Discover 1000s of knowledge centers.
- Learn from colleagues and experts.
- Share best practices with 1,000,000 members.
- Accelerate your management career.
- Now 30 days for free.
Log in
|
Criteria for Brand Name Success
Marten van der Zee, Student (University), Netherlands
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 name has to support the product positioning; inconsistencies may create confusion in the customers' minds.
Source: Avlontis, G. J., Papastathopoulou, P. (2006). Product and Services Management. London: Sage Publications Ltd.
|
|
| |
Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.
|
|
|
|
|
Special Interest Group Leader
|
|
|
More on Branding
|
|
|
|
|
|
|
|
