1. Brand
Name Selection – Branding Decisions
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#ExpandCapacity
2. When
talking about branding decisions, the brand name decision may be the most
obvious one. #ExpandCapacity
3. The
name of the brand is maybe what you think of first when imagining a brand – it
is the base of the brand. #ExpandCapacity
4. Therefore,
the brand name selection belongs to the most important branding decisions.
However, it is also quite a difficult task
5. We
have to start with a careful review of the product and its benefits,the target
market and proposed marketing strategies.#ExpandCapacity
6. Naming
a brand is part science, part art, and certainly a measure of instinct.
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7. Although
finding the right name for a brand can be a challenging task, there are some
guidelines to make it easier. #ExpandCapacity
8. It
should suggest something about a product’s benefits and qualities.
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9. It
should be easy to pronounce, recognise, and remember. iPod and Nike are
certainly better than “Troglodyte Homonculus” #ExpandCapacity
10. The
brand name should be distinctive, so that consumers don’t confuse it with other
brands. Rolex and Bugatti are good examples
11. It
should also be extendable. Think of Amazon, which began as an online bookseller
but chose a name that would allow expansion
12. The
brand name should translate easily into foreign languages. #ExpandCapacity
13. The
Ford Pinto line had some struggles in Brazil, seeing as it translated into
“tiny male genitals”. @TundePhoster #ExpandCapacity
14. Or
the Mitsubishi Pajero, which means in Spanish “man who plays with himself and
enjoys it a bit too much” @TundePhoster #ExpandCapacity
15. More
famous: Coca-Cola reads in Chinese as
“female horse stuffed with wax”. @TundePhoster #ExpandCapacity
16. It
should be capable of registration and legal protection. In other words, it must
not infringe on existing brand names. #ExpandCapacity
17. Brand
Sponsorship – Branding Decisions
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#ExpandCapacity
18. Branding
decisions go beyond deciding upon brand positioning and brand name.
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19. The
third of our four branding decisions is the brand sponsorship. A manufacturer
has four brand sponsorship options.
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#ExpandCapacity
20. A
product may be launched as a manufacturer’s brand...E.g include Kellogg selling
its output under the own brand name Kellog’s Frosties
21. The
manufacturer could also sell to resellers who give d product a private brand.
This is also called a store brand, a distributor brand
22. manufacturers
can choose licensed brands. Instead of spending millions to create own brand
names, #ExpandCapacity
23. This
can also involve names of well-known celebrities or characters from popular
movies and books. #ExpandCapacity
24. two
companies can join forces and co-brand a product. Co-branding is the practice
of using the established brand names of two companies
25. This
can offer many advantages, such as the fact that the combined brands create
broader consumer appeal and larger brand equity
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