Discuss ten characteristics of effective brand name creation

Discuss ten characteristics of effective brand name creation. Then locate three established brands that meet at least five of the listed characteristics. Explain why you think these brands meet the selected five criteria. Support your choices with logical arguments.

Solution

Answer: The brand name should have these charcteristics:

1- Easy to understand

The ideal name for customers to remember, and for you to use to cut through the industry noise, is probably short and sweet and easily pronounced.

2 – A unique name

Name should be uniques enough to attract the attention of the customers.

3 – Legally available and defensible

The name should be available to use legally.

4 – Good alliteration, especially if a longer name

Sometimes a longer name does have a place in marketing. After all, the most famous brand in the world, Coca Cola, is four syllables. But notice how smoothly it rolls off the tongue. Linguists will tell you it has good alliteration.

5 – Does not lend itself to abbreviations

If you have a long descriptive name, people will abbreviate it quickly. For a small company, this means you quickly become YASI (Yet Another Set of Initials) and drown in the initial bit bucket. At least make sure the trademark part (brand part) of your tradename is a name and not initials.

7 – Linguistically clean

9 – Embraces company personality

Two competitors, entering the same market at the same time with directly competing products, will pick different names because every company and management team has its own personality. This means the executives must be involved in the decision making process. Your agency can tell you if the name fits, not if you are comfortable with it.

10 – Fits within company’s brand portfolio

The company name, division names and product names are all part of your brand portfolio. Do these sound like they all come from the same family? While this is a specific problem with merged companies, everyone’s naming architecture needs to be properly managed to maximize your brand power and intellectual property portfolio.

The first brand is Coca Cola, Pepsi, or BMW:

They meets all the criteria as said above.