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Article from “Sekret Firmy”
Dear Vincent, should I spend lots of money on researching a brand name?
Yours sincerely, A.S., Moscow
Dear A.S.,
Brand names mean something, don’t they? I suppose they do. To the educated amateur, “Wash and Go” is pretty much an instruction leaflet posing as a brand name and Heinz Tomato Ketchup does not need a lot of explanation to the casual shopper. The name has to say what it is and does, doesn’t it? And naming research will ensure that the customer can understand that.
So naming research can be very easily justified and suitably large amounts of money spent looking for a name of the breathtaking originality of Terry’s Chocolate Orange. It certainly provides a sure way of diverting money away from what’s really important and will while away some amusing hours with short business trips abroad while the design company (or whoever) finds out the real meaning of your proposed names and how well they express the core and inner meaning of your brand. For a large fee. But they do take you out to dinner afterwards.
Let us for a moment consider real, big, successful, American, consumer brands. In the light of the axiomatic need for researching a brand name given above, if we were now to establish a worldwide chain of “family restaurants” based around the most American of foods, the hamburger, would we really choose to give it a Scottish family name?
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