17. For smart consumers,
Farecast helps you
First, positioning s
make informed
What are we going to
decisions when
stand for and to whom
purchasing travel.
18. Second, Tagline
Know when tothat will
Memorable phrase buy
sum up the tone and
premise of a brand
19. Functional: trusted
advisors, travel pricing
experts
Third, Brand Bene
Functional and emotional
benefits – comes through
Emotional: feel in the
in what we doconfidentwe
know, feel and what in
say
my purchase
25. First, Name Type
Generic, Descriptive, Suggestive,
Arbitrary, Fanciful
Type Descriptive or Fanciful
Generic Descriptive Suggestive Arbitrary
Trademark
Suggestive
No Yes
Meaning High Low
Investment Low High
26. Second, Search
Not a scientific process… be
Shortlist of names:
creative and get feedback
priceyeti, price, pricely,
buyQ, decide
30. Lock down your
positioning statement
Select a brand that
fits and provides
you room to grow
Put your pencil down and
get on to the product, that’s
what matters most