Brand Naming

Brand naming is like naming a baby, careful search, consulting friends and family and finally giving the baby a nice name.

Naming a brand needs more careful analysis, as it is the first thing that represents the nature of the business to someone. Either you hire a consultant firm which specializes is this field, or you assign the task brand naming to your marketing department or organize in house brain storming sessions. A brand name has to be descriptive & somehow related to the service or product offered or industry.

Brand’s success and failure largely depends on the name you choose to assign to your company, product or services. Brand Names represent the information about the company or service offered.

Great brand names are worth a lot, they have to be fed and nourished. Brand names grow slowly and if proper hard work is done they tend to have a long shelf life.

Great brand names have personality; they have depth, and can be emotional. For a brand name to succeed it should be implemented successfully. A brand is the anchor and a memory trigger.

How to arrive at a good brand name?

Keeping a lot of details in your mind you need to carefully access the following before deciding on a brand name:

• Is it a company, consumer product, service or an event?
• Perceived or expected shelf life of the brand
• Competition
• Geographical area it covers – Is it a global brand or regional

Brand names should be:

a) Easy to remember
b) Easy to pronounce
c) They should be unique
d) Should not be copied or infringed

Brand naming is a task which is easier said than done. Among all marketing decision, naming brand is the single most important decision a company can take. Dull or poor brand name may lead to failure of the product and will be hard to penetrate the minds of consumers. Good brand names that grab consumer’s attention may lead your brand to success.

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