What names make fine brands?

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 .