Bite #21- What’s in a name?

What’s in a name?

What’s in a name. ‘No more nails’, ‘Dove’, ‘Fairy liquid’ these are all great names that reflect the essence of the product. Both Dove and Fairy liquid bring a gentle image to their products while a product like … ‘Pedigree chum’ clearly identifies the niche Market its aimed at.

Good branding starts with the name. This becomes the representation of the brand, conjuring up images, concepts and experiences. The name is the foundation for these perceptions.

I suggest that a brand name should be short, memorable and unique and, if at all possible it should also embody the essence of the brand. It should provide an understanding of what the brand represents or at whom the brand is aimed.
But hang on what about brands like ‘Apple’, ‘McDonalds’ or ‘Rolex’? These have no inherent meaning? Well, the meaning and value of these brands have been built through the years of advertising and exposure. A name with obvious meaning is not a requirement for creating a successful brand, but it does make the job much easier!


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