Characteristics of Good Brand Name
Choosing the right brand name is not an easy decision. What makes this decision important is the fact that once a brand name is chosen and the product is launched in the market, changing the brand name is very difficult. So, getting it right the first time is very essential.
The following are some of the considerations, which should be kept in mind while choosing a brand name.
- The brand name should be short, easy to pronounce, spell, recognize and remember e.g., Ponds, VIP, Rin, Vim, etc.
- A brand should suggest the product’s benefits and qualities. It should be appropriate to the product’s function. e.g., Rasika, Genteel, Promise, My Fair Lady, and Boost.
- A brand name should be distinctive e.g., Liril, Sprit, Safari, Zodiac.
- The brand name should be adaptable to packing or labeling requirements, to different advertising media and to different languages.
- The brand name should be sufficiently versatile to accommodate new products, which are added to the product line e.g., Maggie, Colgate.
- It should be capable of being registered and protected legally. The chosen name should have staying power i.e., it should not get out of date.