Brand Name is defined as "a commodity, process or service having a trade name" (Farlex. Inc. 2011)
It is still arguable what exactly the term originated from. The most common version is that the initiator was wiskey as the producers were stamping their names on barrels. The branding name as well as branding is the evolution of ancient custom of putting a mark on one's belongings' in order to make them distinct. It was used for clothing, pottery, and livestock at the initial stages.
Nowadays, it is hard to imagine the human life without brand names, as they are everywhere, on every object we use. One of the rare examples of a product without a brand name would be medications: some of them are still named for what is contained in the medicine. For instance: Aspirin is an ingredient and therefore can be used by any company, Bayern in contrast, is a distinctive brand name, used by one company only.
The following are the some examples of the renown brand names:
References:
farlex. Inc (2011) The Free Dictionary [online] Available URL: http://www.thefreedictionary.com/brand+name, Accessed on: 12.11.2011
It is still arguable what exactly the term originated from. The most common version is that the initiator was wiskey as the producers were stamping their names on barrels. The branding name as well as branding is the evolution of ancient custom of putting a mark on one's belongings' in order to make them distinct. It was used for clothing, pottery, and livestock at the initial stages.
Nowadays, it is hard to imagine the human life without brand names, as they are everywhere, on every object we use. One of the rare examples of a product without a brand name would be medications: some of them are still named for what is contained in the medicine. For instance: Aspirin is an ingredient and therefore can be used by any company, Bayern in contrast, is a distinctive brand name, used by one company only.
The following are the some examples of the renown brand names:
The influence of a Brand Name:
- achieve competitive differentiation
- reinforce a existing unique positioning platform
- create positive and lasting engagement with targeted audience, by building emotional connection
- remain in the memory of consumers
- can act as a self-advertising and promotion agent, therefore enables management to spend less on marketing efforts
- provide a deep marketing and advertising impact
- be a source of success, higher revenues, and product popularity if implemented correctly
There are four main Naming Strategies (Mustafa, N. lecture slides, 2011):
1. Functional - based on the products'/ service's features
2. Invented - formed from merging different words or using abbreviation
3. Experiential - non-exisiting, created word
4. Evocative - arising some associations
References:
farlex. Inc (2011) The Free Dictionary [online] Available URL: http://www.thefreedictionary.com/brand+name, Accessed on: 12.11.2011
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