TASK C: Brand Naming

Discuss the difficulties in coming up with suitable brand names and the importance they have in business.

Brand name is an inevitable element of any brand and has a critical significance on the brand image and consequently on the overall performance of the company. Most of the times the brand name captures the initial central attention and therefore formulates the first impression that is sometimes crucial for the further rapport with other brand aspects.

By its nature the brand name is communicating the information to the consumer in less than a few seconds (Keller, 2008). In such a short period of time this word or phrase has a responsibility to pass a clear understandable message to the recipient, which will trigger some memories and associations in his/her head. At the same time this message should be able to touch upon emotional perception of the recipient. Therefore the brand name must exceptionally effective.

Another issue is that it is truly difficult to change the name that has already been established because it is firmly tied to the product in the mind of consumers (Ollins, 2008).

One more challenge stands in the legal registration of the name as a trademark. Even though it seems that there are plenty of words available, the number of words in everyday use is substantially less than the dictionaries provide. Also, because of an increasing flow of new names being registered recently, the available options are not only decreasing in quantity but also in their quality.

The criteria for a good brand name is very high, apart from being distinctive, unique and catchy, the name must also be simple and easy to pronounce and spell. At the same time names should be easy to remember, discuss and compare for the general public. Moreover, the name should be relevant and appropriate with the unambiguous idea behind it. The meaning behind the name must also be instantly understandable and familiar to the population of various ages and backgrounds.

Furthermore, the brand name must be also checked against negative translations into all other languages in order to avoid harmful coincidences. 

Nonetheless, if the brand name is constructed correctly and effectively, this aspect of a brand may be unbelievably beneficial to an organisation by adding value and cutting costs on marketing efforts. It may directly affect brand loyalty, demand, attracting and retaining customers, as well as overall organisational culture and core brand philosophy.

For all these reasons the time and effort spent into generating a brand name must not be neglected or diminished. The right name can be the brand’s most precious asset (Neumeier, 2006).

References:

Neumeier, M (2006) The Brand Gap. Pp.82-86. Berkeley: New Riders  

Keller, K.L (2008) Strategic Brand Management: Builidng, Measuring, and Managing Brand Equity, 3^rd ed. Pp.145-151. Pearson Prentice Hall

Ollins, W (2008) The Brand Handbook. Pp.56-57 London: Thames and Hudson