The brand journey, which started with people giving a name to what they see and use, has gained an important dimension with the introduction of the digital world into our lives today. Wherever we look, in every item we throw our hands on, brands are in our lives. Even individuals started to be managed like a brand.
Finding a "right, creative, catchy, eye-catching brand name that you can connect with your customers" has become very important for everyone. This brought up many questions ...
How should my brand be? What is the impact of brand name on product / service success? Is the trademark I found suitable for registration? How to find a name that is both strategically correct and creative?
With our MARKART service, we give you the answers to all these questions ...
How?
1. Research
Being a good brand requires responding to needs. One of the first moments when the consumer comes into contact with the brand is the brand name, and the fact that the brand name meets the needs of the consumer is the first step that enables the consumer to approach the brand. Discovering the need alone will not be enough. One should look at how competition responds to this need, and close examination and recognition of competitors should be ensured.
2. Premium? The kits market?
After the business strategy is determined, the strategy specific to the name is passed. It must be determined whether the perception of the name will appeal to the premium market or the mass market. (Of course, being Premium and appealing to the mass market also has its own ratings.)
3. Descriptive, Metaphoric or Abstract ...
Although concrete and descriptive naming directly for the category makes it easier for the consumer to perceive, it is likely to be imitated. Although metaphorical names do not define them directly, they indirectly describe what the name exists for. Amazon is a good example of metaphorical names. Although it does not directly describe a shopping platform, it makes you feel that anything you are looking for can be found. Finally, abstract names are one of the most used methods today, with the consumption of all existing words. These names are created by breaking down various words and deriving them in accordance with the image of the brand or by creating a word by selecting the letters that are suitable for the brand image. Perhaps one of the most difficult methods of naming.
4.Morphology
Along with all these, the morphology of the name is also an important criterion. In this context, it should be determined how many words and how many letters the name will consist of. This again varies according to the sector and the job. For example; For a name to be created in fast moving consumer goods, it is more appropriate to choose a name consisting of 5-6 letters that can be said quickly and easily by everyone, while a longer and heavier name is more suitable for a hotel that will serve in the premium segment. The morphological structure of a brand can also describe its belonging to a family or belonging to a category. For example; It is the i letter that Apple company puts on the head of its products. While this usage is seen as brand-specific iPad, iPod, iTunes, it is now widely used to explain that a product is technological.
Finally, the use of letters is very important. When hard and masculine names are requested, K, T, Z etc. While nouns with hard consonants are preferred, letters such as O, S, V may be preferred for names that are desired to be feminine or softer. Again, the pronunciation of the vowels should be taken into consideration.
5. Language Used in Geography
It is very important that the names found do not have a bad meaning in the geography where they will be used or whether it is possible to read them. A good example of this is the confusion that Xiaomi, the name of the technology brand, is read differently by many people or because they do not know exactly how its name is pronounced. Another example of this is; The brand name of Geberit, a manufacturer of high quality bathroom products, has a bad meaning in Turkish.
Finding the right brand name is a difficult task, as mentioned at the beginning. However, it also forms the basis of the brand. Therefore, creating the right name is a matter of strategy. It should be well planned and experts should be helped when brand investments are started.