Science in naming a product

1. The science for choosing a
memorable Brand Name

2. The Importance of a Name
• The average person is bombarded with over 3000
messages everyday- one wants to reduce buyer
confusion and engender recognition through the use of
one’s name.

3. The Importance of a Name
• A name can inspire, excite, motivate and entice.
• It is very critical that the brand carries the right name
• A good brand name gives a good first impression and
evokes positive associations with the brand
• A good name provides clarity and recognition

4. What is a good name ?
• Apple/Nike/Orange: Strong logos and easy to remember
names but not connected to the type of business it does.
Still consumers have to strong recollection of these
brands
• Federal Express/National Broadcasting Corporation:
Manufacturer desires, consumer decides. A good name
hence is Fed Ex and NBC
• Duracell: signifies a quality of the product like durability.
Another example being Stronglas from AIS Glass.

5. Naming Process
• The Marketing Filter
– Define the product’s features, functions and benefits, the qualities
that would appeal most to customers, how the product differs from
competition
– Ex: The word “Power “ or “Speed “defines high octane fuel with
certain essential qualities as opposed to a flat, unleaded fuel.

6. Naming Process
• Semantic filter
– Its important to find out will the name work in the global market
place?
– Negative connotations, tongue twisting challenges and cultural and
religious affronts are frequent foreign language hazards
– Federal Express in Latin American countries, “Federal” conjured a
negative image of “federals”

7. Naming Process
• Phonetic filter:
• the phonetics filter incorporates pronunciation, readability, rhythm,
tone and vowel/consonant arrangement.
• Ex: Super Shell is simple to pronounce and not Shell
Super!

8. Naming Process
• Sound symbolism filter:
• We have to keep in mind that a corporate or brand name is often
seen not heard, so it is important to consider how it will look on
packaging, letterhead, signs, websites etc

9. Naming Process
• Legal filter:
• It is important to find out if it is legally available.
• Name should not have any negative connotations

10. The Do’s and Don’ts of naming
• A brand name has to be memorable, distinctive, easy to
pronounce and work globally
• Keep it simple. The longer a word is the less likely you are
to remember it
• Avoid clichés like ultra, pro, global hi tech, as they have
been used too often
• Coined words have been successful Pentium, OXO
• Reinvent a real word. Apple has nothing to do with
technology much like Shell and petroleum

11. ORIGIN OF SOME BRAND
NAMES
• Abbreviations / Acronyms :FedEx, Telco, Unisys, Microsoft, IBM,
Amul, KFC
• Arbitrary : Apple, Orange, Tamarind
• Classical : Maruti, Ganga, Ashok
• Foreign Languages : Samurai, Sansui
• Founders : Godrej, Bajaj, Gillette
• Symbolism : Mustang, Tiger Biscuit

12. Some more….
• Combination/Semantic : Nutrasweet ,Victorinox, Pagemaker
• Oxymoron : True Lies, Intimate Strangers Lowe Alpine
• Descriptive : Pudin Hara , Hajmola , Airbus , Duracell, Energizer

13. EXAMPLE FOR A TILE

14. Client Brief
• Vitrified is getting popular
• Need brand differentiation in the market
• Create a brand name that cues Vitrified
• Should cue Vitrified

15. Who we are talking to ?
• Builders and Architects
• Key influencers ( Trade )
• Secondary audience ( End user )

16. The Task
• Recommend a brand name for Vitrified tiles

17. Competitive brand names
• Western Vitro
• Marbonite
• Sonora Vitro
• Rock Slab & Asian Vitrified
• Marbito
• SOGO Vitrified tiles
• Vamora Vitrified tiles

18. Approach
• Looked at the following :
Style
Technology and Bigness
Premium
Strength

19. Cues with Style
• VitroSleek
• VitroSmooth
• VitroZing
• VitroLife
• VitroLine
• VirtoPride
• VitroLook

20. Cues with Technology & Bigness
• VitroTek
• VitroTech
• VirtoFit
• VitroSuper
• Vitro-Q
• VitroSpace
• VitroFloor

21. Cues with Premium & Strength
• VitroGloss
• VitroPremia
• VitroGLow
• VitroTouch
• VitroStrong
• VitroSupreme

22. Thank you