Brand Names

Brand names add to brand equity that quality that encompasses loyalty, name awareness, image, perceived quality and associations. It can be difficult to measure the equity of a brand name. Name selection is a crucial part of the marketing process as a good name can add significantly to a product's success. Many big companies have developed formal name selection processes. Once decided on, a brand name or a trade name should be protected. Trade marks, patents and intellectual property rights protection is advisable.

Some brand names and products become household names and are referred to as if the brand name was the name of the product. The biro for a ball-point pen, the hoover for a vacuum cleaner, tupperware, polaroid and wellingtons are good examples of substituting a brand or trade name for a product. Lino, yo-yo, trampoline, escalator, shredded wheat and nylon are others. They are now names that any seller can use (Kotler, 1999).

Due to the local nature of advertising it is best to carry out research into names, products, interpretations, cultural attitudes and so on. It is especially true in international markets. It is often advisable to get professionals to do it for you. The best brand names work in different languages. Numerous products have run into language problems in translation, French breakfast cereal 'Plopsies' and Slovakian pasta 'Kuk and Fuk' are two examples. The 'Nova', from GM, was not a good name for a car in Spain because 'no va' means 'does not go'. The French soft drink called 'Scchhit' wouldn't sell well in many English speaking countries. Misinterpretations of campaigns and products are possible because of differences in cultural attitudes.

Marketing campaigns must be adapted to different cultures and languages when necessary. They contain different thinking patterns and display different buying behaviour. The message should be tailored to the audience. The product should also be socially and culturally appropriate. These can be very difficult tasks (Jeannet and Hennessey, 1998).