There are
several very important factors that marketers must consider when selecting a
brand...
1. The name
should be easy for customers worldwide to say, spell and remember. Short and
simple brands with the same word meaning worldwide usually satisfy this
requirement, such as the laundry detergent, Tide.
2. The
brand name should indicate the products major benefits and suggest in a
positive way the products uses and special characteristics; negative or
offensive references should be avoided. Research shows that names that produce
a positive benefit are more likely to be bought. Such as Dirt devil, which
indicates it, cleans up any dirt, versus a name that has nothing to do with
cleaning, like the new vacuum, the Dyson ball.
3. The
brand should be distinctive. Without a distinctive brand, it will not stand out
from all the other products. Marketers should find a brand name that is
compatible with all products within their product line.
4. The
brand should be designed so it can be used and recognized in all types of
media. Whether through the radio, TV, or conversation the brand should be
easily recognizable. Such as the McDonalds, "golden arches."
Brand names
are tricky and many companies have special teams that create these names.
What do you
think the best brand name or symbol is? Why?
