Brand Name What's in it ?

There are many questions which arises in our mind when we think of Brand Name. What's there in a brand name. Does it really carries a lot of importance ? Yes a brand name really carries a lot of importance. Top notch companies hire good professionals for naming their products or brands. There are several products in the market but a “brand” is something which has occupied a good market share and has entered the minds of the consumers.

Naming a brand is not an easy task. The name should be easy to spell, easy to recall and should carry a lot of meaning or should be neutral. Wrong names may tarnish the image of the associated product. It should always be borne in mind that “First impression is the last impression”. If the consumers don't like the product at the first instant it is sure to fail. Success of a brand depends on its quality, consumer satisfaction, good advertisement and its availability. If a product has created a good brand image and it is always in shortage then people start dissociating with the product and shift to another product or brand. There fore it is very important for companies to meet demands of consumers and come up to their expectation. A good advertisement also helps in capturing a big market share.

Take the example of Alpenliebe. Its a confectionery but its never clear from its name. But it has captured a good market share and everyone knows that its a chocolate. The success behind the brand is its intensive marketing. We always remember that advertisement showcased on television of Kajol and the crocodile who becomes die hard fan of Alpenliebe and follows her for that chocolate. Though the name is little confusing but big advertisement of the product has corrected the pronunciation.

Every marketer cannot take such a big risk and so they name the product according to their usability. For example Head & Shoulders, Its the name of a shampoo is very clear from its name.

Take the example of Dove. Its the name of a soap. But its never clear from its name. Extensive marketing has led to the success of the brand. It has expanded its product base to Dove shampoo, Dove Conditioner & Body wash too. Few companies keep neutral name so that they can expand the product base if required. The brand Head & Shoulders will have difficulty expanding its product base if it wants to sell soap and body wash with the same name.

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

Brand name carries a lot of importance but the success of a Brand is not fully decided by its name or associated ambassadors but the quality too.