Brand Name Development is a meticulous task and has to
be done with careful considerations, because the name goes a long way to determine the
success or otherwise of an offering in the market. It was name that made Nova become a widely
used example of product failure even though the story is not completely true.
When
General Motors launched “Nova” – a car, the company didn’t envisage the name could
limit the sales of such an international brand especially among Spanish
speaking countries. When translated into
Spanish Nova denotes a meaning that sharply contradicts consumers’ expectation
of the car. It means “doesn’t go”. Same applies to Ford Motor Company when it
introduced the subcompact Pinto in 1971, the company couldn't understand why
they weren't selling more cars in Brazil, until they learned that “Pinto” is
Brazilian slang for “male genitals.
Though,
the “Nova” or “No va” story is debunked to be untrue as the two words are
different in pronunciation, spelling and meaning. Yet the story remains popular and
has become a lesson to consider in teaching brand name development in marketing
class. Hence, to develop a brand name consideration of the followings is very
important for they are useful in positioning the brand.
Distinctiveness is the first factor to consider
in brand name development. This will
afford the brand to be easily identified among hundreds of brands in
stores. Indomie noodles for instance is a unique
brand name with distinct lettering that can be recognized by illiterates even
in darkness.
A brand
name can also be suggestive of the
brand’s benefits, characteristics, qualities or functions. This helps to encourage brand recall and
positioning. So klin detergent and Hypo
bleach are relevant examples.
 | |
| Hypo wipes |
 | |
| Soklin cleans |
A brand
name must be easy to spell and
pronounce. A simple and identifiable name will lead to brand recognition,
increase brand recall chances and repeat purchase. No consumer loves to stay in a store racking
his brain to remember the name of the products he wants to buy. Brand names as
Onga, Maggi, Omo and Star are ever present in the minds of consumers, because
they are shot and simple.
Omo brands is one of the easily recognized detergent brand in Nigeria
Moreover,
it is advantageous to choose a name that is
versatile to accommodate new products that may be added in the line.
Nigeria brands like Dangote, Honeywell and Golden Penny have a blanket name
that accommodates the companies’ many products like cement, sugar, flour and so
on. However, some brand names under a family or blanket name may lose sales
appeal if the company ventures into the production of goods that is not in
consonance with consumers’ perception of the company. For instance it will be
weird to see TECNO EVAPORATED MILK because the name TECNO has become
established as a mobile phone and communication gadget brand.
Finally,
brand name plays a decisive role in launching products into the market. For a product to excel, regardless of its
qualities, performance, and packaging, it has to have an appealing name and
accompanying identity elements like colour , logo, fonts style and slogan or
pay off line, with these, a fine brand is in the making .
