The Name, Symbol and Slogan

What’s in a name? That which we call a rose by any other name would smell as sweet.

- William Shakespeare

Akash C.MathapatiAsst Professor – Marketing Area

akashcm@gmail.com

Akash C.Mathapati

Akash C.Mathapati

Names

• Name is the basic core indicator of the brand, the basis for both awareness and communication efforts

• It can serve as a substantial barrier to entry once it is established

• An established brand can benefit from the establishment of a new subname

• Name is much more permanent than most other elements of a marketing program

Akash C.Mathapati

Generating Alternatives

• Its useful to know which words & phrases will describe the associations that would be useful for the brand to have– Combining them into phrases– Generating parts of words & combining

them– Considering symbols for each– Using rhymes– Using humor

Akash C.Mathapati

• A powerful source of a name or slogan is a metaphor

• metaphor is the use of a word or phrase denoting one concept in place of another concept suggesting a likeness between them– Acura (derived from accurate)– Sentra (from Sentry)– Compaq (computer & Communication) (compact)– Geo (geography – world or global connotation)

Akash C.Mathapati

• Use a name with no associations• The name can then be imbued with

meaning through product refinement• It may in fact be kept somewhat

general or ambiguous

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Is It Easy To Learn

• Important aspect is its memorability• When a name is different or unusual

enough to attract attention & perhaps to arouse curiosity– Zapmail than speedy mail– First federal will not stand out like Red

Wagon Bank

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• When a name has something about it that is interesting – such as rhyme, a pun or humor

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• When a name elicits a mental picture or image

• When a name has some emotion• Simple

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Does it Suggest the Product Class

• Brand name can play a key role in achieving an association with the product class, so that the brand will have high recognition/recall within the product class– Go-fly-a-kite– Overnight delivery services

Akash C.Mathapati

Will The Name Support A Symbol or Slogan ?

• A symbol & slogan can become important assests & need to be solidly linked to the name

• Name can stimulate & support effective symbols & slogans

• E.g., Harlem Savings Bank of New York– Apple Bank (we’re good for you)– Promo Line (“your money grows & grows at

Apple Bank” “Take you pick from our branches”)

Akash C.Mathapati

Symbols

• Symbol can be the central element of brand equity, the key differentiating characteristic of a brand

• Symbol can create awareness, associations and a liking or feelings which in turn can affect loyalty and perceived quality

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• Symbols can be nearly anything:– Geometric shapes – prudential’s rock– Things – wells Fargo stagecoach– Packages – pringles cylindrical box– Logos – apple with a bite out of it– People – Asian Paints– Scenes – Marlboro country– Cartoon Character – Jolly Green Gaint

Akash C.Mathapati

Attribute Associations

• Note the slogan :you’re better off under the umbrella

• Rock of Gibraltar mean strength, stability, a fortress against adversity

• Dai-Ichi Kangyo – Little Red Heart

Akash C.Mathapati

Akash C.Mathapati