Keine Notizen für die Folie
History: People used to trade mostly with people they trust. As corporations grew bigger, the brand took over the role of the trusted salesperson and friend. People attribute personalitv characteristics to a brand. It is an imaginary person.
Orientation: Quality, Price etc.
Identification: Supports your personnel requirements
Confidence/Security: A brand which is well-known gives more security than a brand which no one knows.
Image, Prestige, Status: Of course a brand also has the function of presentation. That means people use brands to show off and to demonstrate their social status.
Communication tool: Usually the company wants to communicate its corporate identity with the brand. It´s a short but very important way to show who you are!
Often people identify your product or service completely different than your corporate identity intends to be.
Orientation: A brand should or has to reflect your desired market position.
Supports to be different: In a high competetive market its maybe the most important point why companies establish brands!
The next example will show the importance of having a good brand!
Supports to be different (example of Pepsi & Coca Cola): On account of this example it can be seen that at the first test, the blind test on which people couldn´t see the brand and had to decide only because of the flavour, 51% of all participants chose the Pepsi Cola. Then at the second test, when they could see the brand only 23% chose the brand Pepsi.
Why do You think these brands are so successful? Maybe we will find a answer on the next slide.
DESIRE and FAME!
Use a short name: H&M, VW, Audi, Red Bull, etc.
Use a simple name: H&M, VW, Audi, Google, etc.
Use a suggestiv name: Red Bull
Use a unique name: Google
The name can also shock: no example
Use a alliterative name: Google, Coca Cola
Use a international name: Google, Coca Cola (In this case I have an example how you should not enter in a market. Do you know the car brand „Pajero“? When the company entered the spanish market with this name they get confronted with negative feedback because the word „Pajero“ in Spain means a masturbating man.
The name can be personel: You&me
Based on these points I considered a brand regarding a company which mainly deals with translations and languages.
The name which came into my mind is as follows: TRANSLALA International
Now let´s analyse together these name on account of the key aspects we discussed.
Short name: It´s not really a short name but it´s also not that long – I would say it´s ok!
Simple name: I would say yes.
Alliterative: I also would say yes. Especially because of the use of the LALA at the end.
The name shocks: The name definetely doesn´t shock but it attracts attention and sounds funny. In reference to the 8 criterias, we never told about funny names but in my view I think it works.
International name: Of course!
Personel name: The name is not personel.
Unique name: According to Google it is.
Suggestiv name: I would say yes because the name gives the hint for Translation. Usually the last LA should emphasize the connectivity to languages.
The meaning of the brand: Translations & Languages International
The different colors should emphasize that at least 6 aspects which outlines a good name are met. The green one means more or less.
Recognition or Recall test: Here you can test who knows your brand!
Image test: The image test enables you to know if the images fits together with the message you are trying to communicate.