Professional Documents
Culture Documents
MANAGEMENT
Branding [tactical]
Fundamentals
Brand namakarana
Its significance
Brand name types
Brand namakarana
[Significance]
Identify
Communicate
Protect
Enable
Descriptive
Blended / bridged
Expressions unique to
language whose meaning
cannot be simply
predicted from meaning
of its constituents
Surname
Arbit
Invented
Connotative
Business category
evident
Idiomatic
Altered / constructed
One word
Naming trends
n Gunderson, Trademark Trends Report, 1997, Andrew McCrum,Brand Names Today Compared to Those 10
nagement 8(2), November 2000, pp. 111-120, Susan Fournier et al., University of South California [5-502-0
Communicable
Relevant
Memorable
Distinctive
Likeable & appealing
Pronounceable
Protect-able
Global
Durable
Versatile
Relative importance of criteria
Relative importance of
criteria
urce: Chiranjeev Kohli and douglas W. LaBahn, Observations: Creating Effective Brand Nam
A study of the Naming Process, Journal of Advertising Research, Jan. / Feb. 1997, pp. 67-75
Naming tradeoffs
Brand Name
Neologism
Kodak, Nerf
Special purpose
Products as bridgehead to
line of products
Physical / sensory
qualities of brand
Easy to pronounce, spell
& remember
Practitioners suggestions
Quick
Cheap
Void of surprises
Geographic connotations
Ridiculous
Embellished ordinary word
Odd letter
Letter play
My Sin Cologne
Attention grabber
The Glenlivit
Personalities
Borrow clout
The for Dignity
Evening in Paris
Natures as Serutan
Symbol