1. THE POWER OF A
BRAND’S NAME
THE POWER OF A BRAND’S NAME

2. A mixture of attributes,
tangible and intangible,
symbolized in a trademark;
Which, if managed properly,
creates value and influence.
Brand identifies one seller’s product
as distinct from those of other sellers.
-American Marketing Association-
THE POWER OF A BRAND’S NAME
Brand Recall

3. THE POWER OF A BRAND’S NAME

4. Some key elements of Visual Brand Identity:
1. Name
2. Corporate slogan, tagline and/or descriptor
3. Logo
4. Color
5. Typeface
6. Visual style
7. Graphic motifs (Mascot, etc.)
8. Sound, smell, taste, touch
9. Packaging
10. Merchandise, environments, and signage
THE POWER OF A BRAND’S NAME

5. # NAME
Before anything else --logo, packaging, or advertising--
a brand needs a name.
THE POWER OF A BRAND’S NAME

6. A brand’s name is one of the strongest element in
branding, marketing and advertising.
Ambassador
Your brand's name is your company’s ambassador.
It introduces your company to the public and differentiate
your product from the competitors.
THE POWER OF A BRAND’S NAME
What is a Brand’s Name?

7. A brand’s name is one of the strongest element in
branding, marketing and advertising.
Story-Teller
A brand’s name communicates how your products are
more valuable, as compared to its competitors.
A brand’s name can emotionally bound consumers with
just 1 – 2 words
THE POWER OF A BRAND’S NAME
What is a Brand’s Name?

8. A brand’s name is one of the strongest element in
branding, marketing and advertising.
Powerful Brand Name Drives Consumers
A brand’s name gets stronger, if it is relevant with your
brand’s positioning strategy.
It was proven that brand name could move consumer’s
heart and mind in unique ways. Furthermore, it could
dominate the conversation within certain industries.
What is a Brand’s Name?
THE POWER OF A BRAND’S NAME

9. A brand’s name is one of the strongest element in
branding, marketing and advertising.
+ Ambassador
+ Story-Tellers
+ A Powerful Brand Name Drives Consumers
Example:
STARBUCKS
What is a Brand’s Name?
THE POWER OF A BRAND’S NAME

10. THE POWER OF A BRAND’S NAME
What is a Brand’s Name?

11. A good brand & brand elements
should consider:
THE POWER OF A BRAND’S NAME

12. 1. Memorability
Kemampuan untuk diingat
Mudah dikenali dan diingat kembali
untuk mencapai brand awareness
THE POWER OF A BRAND’S NAME

13. 2. Meaningfulness
Faktor arti atau makna
Harus deskriptif dan persuasif,
sesuai dengan produk dan target
market nya sehingga membentuk
brand associations
THE POWER OF A BRAND’S NAME

14. 3. Likability
Kemampuan untuk disukai
Harus “kaya” secara image verbal
dan visual, menyenangkan
(emotional dan estetis),
dan menarik.
THE POWER OF A BRAND’S NAME

15. 4. Transferability
Kemampuan untuk dioper
Dapat diaplikasikan pada berbagai
produk kategori, serta melintasi
batasan geografis dan budaya
THE POWER OF A BRAND’S NAME

16. 5. Adaptability
Kemampuan untuk disesuaikan
Fleksibel dan update-able sehingga
dapat bertahan melewati waktu
THE POWER OF A BRAND’S NAME

17. 6. Protectability
Kemampuan untuk dilindungi
Dilindungi dari sisi hukum maupun
kompetitif
THE POWER OF A BRAND’S NAME

18. Types of name:
A. Functional / descriptive names
Literally describe what the company,
product, or service offers.
B. Invented names
Either with Latin/Greek roots,
or based on fun, rhythmic sounds.
C. Experiential names
Similar to descriptive,
but focused on the experience
rather than the function.
D. Evocative names
Selected to evoke confidence or strength.
THE POWER OF A BRAND’S NAME

19. There are also:
E. Referential names
Refer directly to a founder or place of origin.
F. Acronyms
Initials. Once stood for something.
THE POWER OF A BRAND’S NAME

20. 1. Matches the positioning strategy of the product
A good brand name has to correspond with the positioning
strategy of the company and the product
A dove symbolizes peacefulness, gentleness, purity and
softness – that’s what women want when it comes
to their hair and their skin.
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

21. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
Make sure your target market can pronounce your brand name
easily, and it has to appeal to them as well
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

22. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
A good brand name has to be a good representation of the whole
company, its previous products and other products in the future
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

23. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
4. Reflects the character of the brand
When your brand is premium, your name should sound premium as well
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME
VS

24. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
4. Reflects the character of the brand
5. Creates an association with the brand’s promise
Target market has to be able to imagine the product by reading the
brand name.
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

25. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
4. Reflects the character of the brand
5. Creates an association with the brand’s promise
6. Simple, unique, and memorable
Your target market has to be able to distinguish your product from
others, and remember the name for a long period of time
Contoh: Apple Inc.
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

26. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
4. Reflects the character of the brand
5. Creates an association with the brand’s promise
6. Simple, unique, and memorable
7. Can be registered, all over the world
It is very important to always check the availability
of the brand name for registration
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

27. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
4. Reflects the character of the brand
5. Creates an association with the brand’s promise
6. Simple, unique, and memorable
7. Can be registered, all over the world
8. Positive Association
It is very important to always check
the associative meaning
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

28. 1. Matches the positioning strategy of the product
2. Easy to pronounce, and sounds nice
3. Acts as an ambassador to the company
4. Reflects the character of the brand
5. Creates an association with the brand’s promise
6. Simple, unique, and memorable
7. Can be registered, all over the world
8. Positive Association
What Makes A Winning Brand Name?
THE POWER OF A BRAND’S NAME

29. A logo is not a brand,
a name is not a brand,
nor is a product design, a package
design, a visual identity, an
advertising jingle, or a shopping
experience.
These things are all merely
the tangible aspects whose goal is
to put an intangible --but powerful--
brand idea or insight into
the mind of a customer.
THE POWER OF A BRAND’S NAME

30. THE POWER OF A BRAND’S NAME
See you at IG @liasidik with weekly updates and new insights!