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
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)
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• 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
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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
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