Brand name: what’s in it?

There are many questions that arise in our minds when we think of Brand Name. What’s in a brand name. Does it really matter that much? Yes, a brand really matters a lot. Top-tier companies hire good professionals to name their products or brands. There are various products on the market, but a “brand” is something that has gained a good share of the market and entered the minds of consumers.

Naming a brand is not an easy task. The name should be easy to spell, easy to remember, and have a lot of meaning or be neutral. Incorrect names can tarnish the image of the associated product. You should always keep in mind that “The first impression is the last impression”. If consumers don’t like the product at first glance, it is sure to fail. The success of a brand depends on its quality, consumer satisfaction, good advertising and availability. If a product has created a good brand image and is always in short supply, people start to disassociate themselves with the product and switch to another product or brand. Therefore, it is very important for companies to meet the demands of consumers and live up to their expectations. A good advertisement also helps to capture a large market share.

Take the example of Alpenliebe. It is a confectionery, but it is never clear by name. But it has captured a good market share and everyone knows that it is a chocolate. The success behind the brand is its intensive marketing. We always remember that ad shown on TV for Kajol and the crocodile who becomes a fan of Alpenliebe and follows her for that chocolate. Although the name is a bit confusing, the great publicity for the product has corrected the pronunciation.

All marketers can’t take such a big risk, so they name the product according to its usability. For example, Head & Shoulders, is the name of a very light shampoo by name.

Take the example of Dove. It is the name of a soap. But it’s never clear from her name. Extensive marketing has led to the success of the brand. It has also expanded its product base to include Dove shampoo, conditioner and Dove body wash. Few companies maintain a neutral name so that they can expand the product base if necessary. The Head & Shoulders brand will have a hard time expanding its product base if it wants to sell soap and body wash under the same name.

Companies hire Brand Ambassadors for the success of their product. Mahendra Singh Dhoni is a Brand Ambassador for Big Bazaar. Famous people are chosen because the success of a product depends to some extent on them because we associate a product with these people. Whenever we remember “Boost” we think of Sachin Tendulkar who says “Boost is the secret of my energy”. We know that Sachin is energetic, so anyone who drinks Boost will become energetic like Sachin is what consumers perceive.

The brand name matters a lot, but the success of a brand is not decided entirely by its name or associated ambassadors, but also by quality.