Study the competition. Examples: Safari, Explorer, Lyft, United. Brand names can be amplified through the power of sound. As part of our brand naming strategy process, we explore multiple descriptive and evocative naming options, screening the most promising names, and presenting the best solutions.

Most organizations, large or small, will have multiple products, in their brand portfolio, the result of organic growth, or acquisition. Marketing MO - A Comprehensive Brand Strategy Toolkit. Just Ask The Blake Project, The Blake Project Can Help: The Brand Architecture Workshop, Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education, FREE Publications And Resources For Marketers.

Or might you offer numerous products and services, all under their own names? Experiential names are a derivation of descriptive names that are more benefit oriented.

The positive of a made-up name is that it’s easy to own, and very powerful if it catches on.

With clear naming objectives in place, we can develop ideas that respond in different ways. One simple question will help you start the naming process; “What do you want to evoke in the audience’s minds when they hear the new name?” Interest & Want to know more?

If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a customized learning and development engagement for you. Notify me of followup comments via e-mail. Does it get better or worse over time?

You may also wish to check to see if your name has any derogatory meanings in other languages. Descriptive Names: They are unremarkable but clearly define the story. D, G, V and Z: Suggests something large and luxurious (they vibrate the vocal chords). We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.

Example: Off!

8.4 million trademarks were filed in 2014 alone, an increase of 13% in the previous year.

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We bring names to life in ways that inspire buy in, and communication potential. Front Vowels: Perceived as smaller, lighter, milder, thinner, softer, faster, colder, more bitter, more feminine, friendlier, weaker, and prettier. Examples: PayPal, Kinkos, Lincoln Logs, Onomatopoeia: A word that imitates the sound it represents.

It must convey a uniqueness about you or your offering. At the minimum, you should perform some research to make sure that your name won’t potentially infringe on another’s trademark or service mark. A good name is like a one-word poem that everyone understands. Alliteration, rhyming, onomatopoeia and morphemes all play a role in the impact of a name.

After the brand positioning process, developing a memorable name is the first step in differentiating your brand. Powered By WordPress, The Difference Between Prestige And Luxury Brands, How Brands Disrupt Through Democratization, The Strategy Behind Successful Brand Names, we regularly answer questions from marketers, Naming and verbal identity is an essential foundation of successful strategic brand development, Sounds connote not only meanings but emotions. Practice using the name for a few days – saying it aloud, typing it, and bouncing it off friends and colleagues. You can also perform a trademark search, to see if any companies have been granted federal protection for the name. V, F, Z and S: Sound the fastest.

I am looking forward to reading more. It also has to connect emotionally with you, your employees and your customers, all of whom may have a different perspective on what makes a “good” brand name. Anthropologists contend that 70% of everything we learn is through story. Do you have a brand or growth strategy question?

What Characteristics Do Successful Brand Names Possess?

What Everyone Should Know About Corporate Brand Naming, naming strategy for Coalesse from Steelcase.

Or worse yet, what if you were forced to change it, and spend tens of thousands of dollars (if not more) to change your entire corporate identity? Think of Microsoft, Best Buy or Coffee Bean. I think that it is crucial to select a name that will evoke the values and feeling that the brand wants customers to associate with it. Successful brand names occupy the intersection between brand expression, differentiation and consumer impact and meet this criteria: Creative Development: Exploration Clusters. This is rare, but many have heard of the Chevy Nova urban legend – “no va” in Spanish means “doesn’t go” – a bad name for a car in Spanish-speaking countries. This question will help you determine the importance of the marketability of your name.

Aliteration: The repetition of initial consonant sounds in neighboring words. There can be conflicts that are difficult to uncover, and good legal counsel should perform the research to make sure you’re protected. Powerful brand names are stories distilled to one word. For non-marketers, this can be a difficult step. Differentiation Strategies : When the product is differentiated with its unique feature or … Names set a foundation for understanding and helps a brand tell its story.

Consider Blackberry, Google, Starbucks, Amazon, Pinterest, Swiffer and Netflix. Naming and verbal identity is an essential foundation of successful strategic brand development. If everyone else is high-tech, think high-touch. It must be memorable, and easy to say and spell. Start with an Internet search. For clients with complex brand portfolios – whether products, divisions and acquisitions, we create organizing concepts that result in effective naming systems.

The sound of a brand name can communicate information about the product like its size, speed, strength and weight. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. See how our naming strategy for Coalesse from Steelcase, accomplished two core business objectives. Example: Viagra, Industry Key Words: Terms relevant to the industry or product.

BSI readers know, we regularly answer questions from marketers. Often the most powerful type of name is a name that positions a company. As part of our brand naming strategy process, we explore multiple descriptive and evocative naming options, screening the most promising names, and presenting the best solutions.

A key to naming success is helping decision makers envision their brand name as it will exist in the real world.

This is a very interesting article. There are 4 general categories of name types: Descriptive names are what many businesspeople default to during brainstorming sessions.

The most successful brand names express an original and compelling thought. Examples: Ziploc, Pop-Tarts, Roomba, Morphemes: The smallest meaningful unit in language. Igor, a top naming company, says that this is the type of name that scares businesspeople the most, but it’s typically the best name for a brand. Powerful brand names are stories distilled to one word.

Join our list for occasional announcements and content. According to the WIPO, there are 36.5 million active trademarks. These names represent the brand’s philosophy, attitude and market position.

They’re typically common names used in uncommon circumstances, which makes them easy to remember once the market is introduced to them. Will it represent your product or service?

Today we hear from Melissa, a Chief Marketing Officer in San Jose, California who has this question about brand naming strategy. Thanks for your question Melissa.

They describe exactly what you do.

Examples: Subway, E*Trade, Pizza Hut, Foot Locker, Evocative Names: They are powerful and rooted in the brand’s positioning. Your company is your baby, so you want to own it and protect it. And it can fail miserably.

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