Name Development
2007/// Filed in: Marketing
According to Aaker, it is wasteful to attempt to community brand attributes and benefits until a name is established in which to associate attributes. The name is central to the personality of a brand or business. Several name qualities are recommended. The name should:
-1. Suggest something about the "benefits"
-2. Suggest product qualities/features/attributes or associations
-3. Be easy to pronounce, recognize, and remember
-4. Be distinctive
-5. Should not carry poor meanings in other languages
The quality of a name is typically assessed using four tests: 1) the association test, 2) the learning test, 3) the memory test, and 4) the preference test.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"
-1. Suggest something about the "benefits"
-2. Suggest product qualities/features/attributes or associations
-3. Be easy to pronounce, recognize, and remember
-4. Be distinctive
-5. Should not carry poor meanings in other languages
The quality of a name is typically assessed using four tests: 1) the association test, 2) the learning test, 3) the memory test, and 4) the preference test.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"