Description
A name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.
BRAND
DEFINITION
A brand identifies the product with the seller
A name, term, sign, symbol, or design, or a combination of them which is intended to
identify the goods or services of one seller or a group of sellers and to differentiate
them from those of competitors. (AMA, 1960)
THE BRAND NAME SPECTRUM
Abstract\Arbitrary Associative\Semi-descriptive Descriptive
Kodak Marlboro Nescafe Motorola Microsoft
Advantages Disadvantages
Abstract\Arbitrary • powerful differentiators
• blank canvas
• strong protection
• costly to build
Associative\Semi-
descriptive
• strong differentiation
• potent imagery
• good protection
• vulnerable to imitation
• more costly to build
Descriptive • great communicators
• less costly to build
• difficult and expensive to
protect
DEVELOPING BRAND NAMES
Broad issues
• Is the product\service unique?
• Will it become international?
• Will it be extended?
• Are other forms of protection available?
Specific issues
• What is the target market?
• With whom will we compete?
• What is the customer proposition?
• How will the new product\service be positioned?
A/R/M/I-Marketing Brand: Definition, Development, Research
The name creation process
• Draw up the brief
• commence name creation
• creative panels (key countries)
• linguists
• copy writers
• desk research
• NameBank
TM
• name generation software
• review 30-40 ideas
• further name development
• linguistic screening
• legal availability testing
• review and shortlist
Shortlisting
• in-depth language tests
• full legal searches
• consumer research
In-depth language tests (shortlisted names)
• pronounceability (1-3 scale)
• memorability (1-3 scale)
• attractiveness (1-3 scale)
• associations (good and bad)
• overall fit to concept (0-3 scale)
... with residents in all countires of interest
USING RESEARCH TO IDENTIFY THE CORE VALUES
• establishing the brand personality
CONSUMER RESEARCH
If seeking to reduce long list of candidate names PRIOR to legal searches, use
quantitative testing
• 50 target consumers
• spontaneous associations
• likes/dislikes
• product/service expectations
• fit to concept
• overall performance
• day-after recall
A/R/M/I-Marketing Brand: Definition, Development, Research
If seeking to choose from 2 to 3 names FOLLOWING legal searches, use qualitative
testing.
• focus groups
• test names with other “mix” elements
• “invite” consumers into your strategy
• test against competitors
• overall assessment/preference
• day-after recall
WHAT MAKES A WORLD-CLASS BRAND
Establishing an international brand that has the right synthesis of emotional and
actual benefits which are simply and clearly communicated to the target audience.
• Whatever the mix of elements the brand name is the one dominating and
constant factor; it is the core of the brand’s personality
• It is also the one element of the mix that has to be right first time: there is little or
no margin for error.
DIFFERENTIATION
Differentiate means ...
• to create consumer preference and awareness
• to provide the basis of an attractive distinctive brand personality
• to create a strong and enduring legal property
BRAND AND PRICE-PREMIUM
product
brand
augmented
brand
performance
brand
p
r uniqueness
i loyalty
c image
e awareness
- guarantees guarantees
p service service
r availability availability
e range range range
m packaging packaging packaging
i features features features
u name\logo name\logo name\logo
m function
purpose
function
purpose
function
purpose
function
purpose
A/R/M/I-Marketing Brand: Definition, Development, Research
doc_472364327.pdf
A name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.
BRAND
DEFINITION
A brand identifies the product with the seller
A name, term, sign, symbol, or design, or a combination of them which is intended to
identify the goods or services of one seller or a group of sellers and to differentiate
them from those of competitors. (AMA, 1960)
THE BRAND NAME SPECTRUM
Abstract\Arbitrary Associative\Semi-descriptive Descriptive
Kodak Marlboro Nescafe Motorola Microsoft
Advantages Disadvantages
Abstract\Arbitrary • powerful differentiators
• blank canvas
• strong protection
• costly to build
Associative\Semi-
descriptive
• strong differentiation
• potent imagery
• good protection
• vulnerable to imitation
• more costly to build
Descriptive • great communicators
• less costly to build
• difficult and expensive to
protect
DEVELOPING BRAND NAMES
Broad issues
• Is the product\service unique?
• Will it become international?
• Will it be extended?
• Are other forms of protection available?
Specific issues
• What is the target market?
• With whom will we compete?
• What is the customer proposition?
• How will the new product\service be positioned?
A/R/M/I-Marketing Brand: Definition, Development, Research
The name creation process
• Draw up the brief
• commence name creation
• creative panels (key countries)
• linguists
• copy writers
• desk research
• NameBank
TM
• name generation software
• review 30-40 ideas
• further name development
• linguistic screening
• legal availability testing
• review and shortlist
Shortlisting
• in-depth language tests
• full legal searches
• consumer research
In-depth language tests (shortlisted names)
• pronounceability (1-3 scale)
• memorability (1-3 scale)
• attractiveness (1-3 scale)
• associations (good and bad)
• overall fit to concept (0-3 scale)
... with residents in all countires of interest
USING RESEARCH TO IDENTIFY THE CORE VALUES
• establishing the brand personality
CONSUMER RESEARCH
If seeking to reduce long list of candidate names PRIOR to legal searches, use
quantitative testing
• 50 target consumers
• spontaneous associations
• likes/dislikes
• product/service expectations
• fit to concept
• overall performance
• day-after recall
A/R/M/I-Marketing Brand: Definition, Development, Research
If seeking to choose from 2 to 3 names FOLLOWING legal searches, use qualitative
testing.
• focus groups
• test names with other “mix” elements
• “invite” consumers into your strategy
• test against competitors
• overall assessment/preference
• day-after recall
WHAT MAKES A WORLD-CLASS BRAND
Establishing an international brand that has the right synthesis of emotional and
actual benefits which are simply and clearly communicated to the target audience.
• Whatever the mix of elements the brand name is the one dominating and
constant factor; it is the core of the brand’s personality
• It is also the one element of the mix that has to be right first time: there is little or
no margin for error.
DIFFERENTIATION
Differentiate means ...
• to create consumer preference and awareness
• to provide the basis of an attractive distinctive brand personality
• to create a strong and enduring legal property
BRAND AND PRICE-PREMIUM
product
brand
augmented
brand
performance
brand
p
r uniqueness
i loyalty
c image
e awareness
- guarantees guarantees
p service service
r availability availability
e range range range
m packaging packaging packaging
i features features features
u name\logo name\logo name\logo
m function
purpose
function
purpose
function
purpose
function
purpose
A/R/M/I-Marketing Brand: Definition, Development, Research
doc_472364327.pdf