It is the Most Valuable Asset of a Trademark
Starting with people naming the things they see and use, the trademark journey has taken an important dimension today with the digital transformation of our lives.
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Trademarks are Intertwined with Our Lives
Starting with people naming the things they see and use, the trademark journey has taken an important dimension today with the digital transformation of our lives. Trademarks are intertwined with all aspects of our lives. They are everywhere we look and everything we hold in our hands. Now, even individuals are treated and managed like trademarks.
Proper, Creative and Catchy
The most valuable achievement of business life has become creating a trademark name that is "proper, creative, catchy, conspicuous, thus can connect with customers", which raised lots of questions.
What should my trademark be like? How can a trademark name affect the product/service success? Is the trademark I invented suitable for trademark registration? How to come up with a name that is both strategically proper and creative?
What should my trademark be like? How can a trademark name affect the product/service success? Is the trademark I invented suitable for trademark registration? How to come up with a name that is both strategically proper and creative?
Frequently Asked Questions
Here are the frequently asked questions and their explanatory answers about MARKART.
Becoming a good trademark requires addressing the requirements. A trademark name is one of the first moments that a consumer contacts the trademark. If it addresses the requirements of consumers, it can attract their attention. It is never enough to discover the requirement alone. The capacity of competition to address this requirement should also be checked while closely analyzing and familiarizing with the competitors.
After deciding the business strategy, there comes the name-specific strategy. It should be determined whether the trademark perception will address the Premium Market or Mass Market. (Of course, there is also a rating system to address the Premium or mass market.)
Although concrete and descriptive naming in line with the category makes it more recognizable for customers, it is very likely to be imitated. Although metaphoric names can not be defined directly, they express implicitly what the name is for. Amazon is a good example for these names. Although it does not refer to a shopping platform directly, it evokes the feeling that you can find whatever you need there. Lastly, abstract names are one of the most preferred methods as there are no words left to choose anymore. These names are created by dividing the words into pieces and reproducing them or by creating a word choosing suitable letters in accordance with the trademark's image. This can be the most challenging method of the naming process.
In addition to all these, the name's morphology is an important criterion as well. Within this scope, it should be determined how many words and how many letters the name should have. It also depends on the sector and business. For example, it is more suitable to have a name that is made up of 5-6 letters and easy to articulate quickly for fast-moving consumer goods. On the other hand, having a longer name with a slower tempo is better for hotels that will serve the Premium segment. A trademark's morphologic structure can also tell a lot about which family or category it belongs to. We can give the "i" letter Apple has at the beginning of its products as an example. While this usage is considered trademark-specific with iPad, iPod, iTunes, it is now commonly used to represent whether a product is technologic or not in the sector.
Lastly, usage of the letters are quite important. Names with hard consonants such as K, T, Z are preferred if rough and masculine names are required, whereas letters such as O, S, V may be preferred if there is a need for softer or more feminine names. Furthermore, pronunciations should be taken into consideration while deciding on vowels.
Lastly, usage of the letters are quite important. Names with hard consonants such as K, T, Z are preferred if rough and masculine names are required, whereas letters such as O, S, V may be preferred if there is a need for softer or more feminine names. Furthermore, pronunciations should be taken into consideration while deciding on vowels.
It is quite important for the created trademark names that they do not have any bad connotation for the target location where they will be launched or that they are easy to pronounce. Different pronunciations of the technology brand Xiaomi or the confusion over its pronunciation is a good example of this situation. Another example can be the trademark name of a manufacturer of high-quality sanitary ware, Geberit, which has a bad connotation in Turkish.
Creating a proper trademark name is really challenging as mentioned before. However, it is the basis of any trademark. That is why finding a proper name is a strategic process. This process should be well-planned and supported by the experts at the outset of the trademark investments.
Creating a proper trademark name is really challenging as mentioned before. However, it is the basis of any trademark. That is why finding a proper name is a strategic process. This process should be well-planned and supported by the experts at the outset of the trademark investments.