Marketing Concepts

Good names pose tremendous potential as a basis for campaign – through visual appearance via logo to the point-of-sale action. This potential must be considered in the first step. The process begins with the briefing.

BRIEFING FOR TRADE

NAMES AND

COMPANY NAMES

Is the brand strategy framework clear, is there already an excellent basis for the development of the brand name or company name. If not then, and it is also not subject to the assignment of trademark agency, comes a compact method to use that can possibly help to quickly create an important basis for further naming procedure in the naming process especially in small and medium enterprises, where budgetary situation is to be considered. In detail, this method is adapted to the knowledge of the company. It is adapted following this key point: need to be to work together – either by sending a questionnaire to the client, or in workshops with the naming agency.

COMPANY SIZE

Brand development is always dependent on the budgetary framework and the structure of a company or organization. One always strongly correlated factor here is simply the size of the company, which is extremely easy to identify, but opens up important insights.

COMPANY HISTORY

In the sense of describing identity and authenticity it is inevitable to critically engage the history of the company. So it will be useful to consider a traditional family business also in the course of the development of the brand name for a new product. When brand names are mainly new-establishment, consider potential structures within existing holdings whose history you have to analyze regarding its relevance for the company name.

INTEGRATION INTO

HOLDINGS /

NETWORKS

As described earlier, structures are described in detail, especially with regard to their relevance to the perception by the public. As networks such as regional, sectoral or marketing networks are possible. The higher the relevance of the network, the more important the tuning of the brand name or company name A suitable example is a regional brand ‘Wachau’ in tourism operation in the catchment area which is neither no English nor Latin name, but typical Austrian name closely related to the old traditions: for example, a wine producer with the family name Havlicek could internationally sell under the (noble and aristocratic-sounding fantasy name) Falkenberg.

PHILOSOPHY /

STRATEGY

Although often there is no solid basis in terms of identity-based brand development, many medium and smaller companies have a philosophy. It is important to specify as far as possible the terms of relevance, consistency and sustainability for the brand to be created, and vice versa based on the brand or the brand name or company name, In case of disagreement it has proven advantageous to newly adjust together with the client company particular aspects in the sense of permanent usability.

EXISTING CI / CD

– GUIDELINES

Here, a wide range is possible. From no rules as it is often the case in new businesses, absolutely fixed on manual directives, to perfect implementation of CI and CD – starting with product design, web site and print materials campaigns, PR activities, corporate buildings, dress codes for employees, corporate wording (i.e. the coordination of all the messages), Corporate Imagery (e. g. the imagery used for Campari showing young people, party, south seas) and behavior codes. Brand name or company name must on a higher level subsume all the elements to perfectly fit the created themes. The more permanent and constant, the better.

EXISTING IMAGE

Image analyses of the relevant target groups rarely exist or will be commissioned, even if, for example, at our agency, moderate prices will be charged. Most of the times an estimation of the position of one’s own image will be determined by simple methods because of budget reasons. These include selective questionnaires, analysis of blogs and forums on the Internet (i.e. general social media and Web 2.0 and Web 3.0 – extensive analysis instruments), or desk research methods: Here, all existing, secondary analysis and market studies, statistics or items are researched and evaluated with regard to the question. Basically, there rises a big difference with self-assessment and external assessment because Many business owners are extremely immune to criticism of its own company. Another reason of taking a close look at external assessment is; an authentic, identity-based development of a brand name or company name is usually not feasible.

CONTENT / TYPE OF

SERVICE / PRODUCT

A key question concerning positive features and benefits that is very easy to answer is: Every company has sufficient material in the form of brochures, technical data sheets or documentation, websites, and many more. Also a site or a pattern should appear very inspiring. Slightly more difficult is, finding true authenticity and identity. Here it is important to go a little deeper and also allow the view of functional deficits and disadvantages – and to evaluate them in terms of their future development. The focus should be on the long-term perspective. If there are uncertainties, architecture of the brand name or company name has to be thought of, which allows probable diversifications and changes.

DIMENSIONS OF

BENEFIT FOR THE

TARGET GROUP

A well-proven distinction is that of basic, additional and psychological benefit. E. g. Harley Davidson: basic benefit is to get from A to B, additional benefits are a few technical features (very few!). The decisive factor is the psychological benefit, the dimensions freedom, belonging to a group, lifestyle. Exactly these shopping behavior relevant dimensions must be developed and in succession evaluated, with the help of which imagery they can be used for the brand name or company name.

DESCRIPTION OF

TARGET GROUP: AGE

Age alone is always less meaningful – more always “gray panther” have a very athletic and active lifestyle likewise in younger target group and outstanding conservative people. Children like to be older, older women like to often look younger, to that effect, they respond to the promises of the manufacture’s product. For the creation of brand name or company name, it means the right to communicate implicit promises.

DESCRIPTION OF THE

TARGET GROUP:

EDUCATION

Brand name or company name is about language – and this is closely related to the topic of education. A large proportion of the population uses an active vocabulary of 1,500 words (which is sufficient for the Austrian newspaper “Kronen Zeitung”), but academics use up to 16,000 words. The standard German has about 70,000 words. It seems logical that associations can only be aroused where syllables or endings are already linked to subjective memories.

DESCRIPTION OF THE

TARGET GROUP:

PSYCHOLOGICAL

FACTORS

Psychological or psychographic research is concerned with the motivational constellations from people. The stronger the motive, the higher the activation impact. Therefore Motives have focus and strength. If it is possible to put the correct stimulus on the brand name or company name, the success is almost self-sustaining.

DESCRIPTION OF THE

TARGET GROUP:

DEMOGRAPHIC

FACTORS

Other factors like marital status, sex, and religion should be checked in terms of their relevance on developing brand name or company name. For example, many women are responsive to stimuli from the spectrum of child-like features – which starts at product design (e.g. Big wide eyes at the car headlights) and ends with the secure instinct-inspiring name (Mazda baby).

GEOGRAPHICAL

FACTORS FOR BRAND

NAME: CHINA AS AN

EXAMPLE

These aspects are Not only discussed for logistics and distribution but also for brand names and company names which are highly explosive especially when it goes beyond linguistic and cultural boundaries. Here, one can write a whole book by merely noting all expected long-term targets and languages to be considered in name development including the meanings in their respective dialects, as already mentioned in the famous example Mitsubishi Pajero. The China example summarized below shows how far language considerations can go:

In China, a character usually represents a syllable. Chinese words can be composed of one syllable or a composite of several characters, each character or syllable carries a meaning. It should be noted that in China there is no character phonographic (a pronunciation per character), but the same (syllable) can be reproduced by different characters and thus different meanings. Therefore, same words pronounced the same can have different meanings. Therefore, meaning lies in the characters and not the pronunciation. It is therefore impossible in practice, e.g. to check on the meaning of Latin names in China.

1. ABSOLUTE PHONETIC TRANSFER

It aims at ensuring that negative connotations of characters are avoided.
e.g. Audi, 奥迪 „ao di”,

2. ABSOLUTE SEMANTIC TRANSLATION.

For example, VW: 大众汽车 „da zhong qiche” Meaning no phonetic similiarity: Volkswagen

3. KINGSWAY:

Combination of phonetic and semantic translation.
For example: .: Coca Cola = 可口可乐 „ke kou ke le”,
Similar phonetic meaning: tasty and refreshing.
Eg: BMW = 宝马 „bao ma”, similar phonetics meaning: noble steed

What looks so complicated here is indeed complex but solvable.

HISTORY OF THE

PRODUCT, THE

EXAMPLE JAJAH

The history of a product or company delivers essential information regarding the topic of identity and authenticity. The longer the history, the more important this aspect is. In this respect, new products or new companies have freedom of creativity. In terms of a story branding or perception marketing, it may be useful to develop a story. For example, the name Jajah for a successful international telecommunications company, which in the language of the Aboriginal simply means “hollow of the knee”, has been charged with a story: Jajah Watamba was launched as the inventor of the first means of telecommunication (it was actually an Australian tribe, which invented the so-called bull-roarer), his eponymous great-grandson as the author of the manifesto for a liberated communication. The launch was so convincing that Watamba was summoned as a key-note speaker at international conferences. The Jahah board put off the organizers again and again, because Jajah Watamba was in the outback and unreachable. With this story, the brand Jajah has been charged with a myth, and the originally Austrian company, which was brought up in just 4 years, was sold for more than $ 200 million in 2009. Crucial for the choice of the name were originally the criteria conciseness, international legal innocuousness, memorability (easily googled), and a rare first letter. It was possible to charge a nearly pure fantasy name with associations.

OTHER PRODUCTS IN

THE RANGE

This question is especially critical for the provider of private label products. It is important to offer under one brand or a brand name, harmoniously matched products. In the perception of the consumer, products merge into an entity, the products can therefore be mutually synergetic and strengthen the brand (e. g. all traditional Italian products under one umbrella brand) or act dissonantly (Knorr stands for savory products – with Knorr vie they try to bring it under the umbrella, we would strongly discouraged this). Maybe you know the feeling when you’re standing in front of a Chinese-Italian-Greek restaurant. Most people will show discomfort. Things that do not fit into each other, lead to dissonance. The cause lies in the so-called Irradiation effect: Each object has a charisma located in a different environment; an object whose appearance is not consistent creates a dissonant feel. Take into account the scene of socks Set next to the fresh salmon sandwiches (very fresh).

MARKET

DEVELOPMENT /

MARKET SHARE

Innovative new companies with First Mover Advantage? Or Copycat / free-rider who wants to sound number one in the market? That’s what energy drink vendors wanted in 1999 with the name Red Rhino on the market which was a big mistake. The name was of course banned due to high similarity. It is certainly important, to find the right strategy to codify brand names or company names. Is an attempt to clearly delineate any of the number ones, then with what attribute: Do I want to be faster, cheaper, high-quality, etc., should this also be reflected in the names for completely new products or services for which no associations in the minds of customers exist?; it pays to choose the name to remember something already known to trigger a sense of basic trust.

SALES STRUCTURE

Distribution and logistics, directly, indirectly, via the Internet or as in the field of services immaterial and with the presence and assistance of the consumer: the way the customer is confronted with the service is crucial for the design of a product or service and therefore also for the brand name. Often, it is also worth finding several names for one and the same product, as it is the case for example in the food trade. Cream cheese Bojar for the premium segment, Kosak for the discount area. This does not bring any friction due to different prices.

COMPETITIVE

ENVIRONMENT

This point deals with the topic “Definition and Positioning.” Well suited portfolio analysis is always based on the key factors that help the positioning be well visualized well.

WHO ARE THE COMPETITORS?

It is worthwhile to carry out a truly accurate analysis possible to pursue potential mystery shopping, in order to gain a clear picture of the activities of these companies.

WHAT MAKES COMPETITION BETTER?

A point that is often pushed out of an irrational vanity of the entrepreneur. But it is important to come to terms with these facts and to orient strategy to it.

WHAT MAKES COMPETITION WORSE?

Here there are many points of approaches for the design of your own appearance: All those items you count on as long-term advantage can be tailored to a corresponding abstraction represented in brand name or company name. It is important here to specifically take the customer’s perspective:

WHEN A CUSTOMER DOES CHOOSE A COMPETING PRODUCT?

What criteria are relevant for decisions on the client side? Often there is a big gap between the idea of the manufacturer or service provider and the customer especially when it is a new product that has not been adequately tested on a test market or no already existing studies.

HOW DO YOU DIFFERENTIATE YOURSELF FROM THE COMPETITION?

This point is necessary based on the findings from the previous discussion; to identify and describe the key competitive advantages. This provides a more fundamental basis for the brand name or company name.

EXISTING STRATEGIC

CONSIDERATIONS

Here, a wide range of strategies that are relevant to the brand name or company name are possible. When it comes to dividing the market and preparing a new niche for innovation, it is useful to have a reference to the existing market building, so as not to sound too new. Especially the suffix; for example the suffix can create an impression on the existing category, while the main aspect of the syllable communicates innovation. If a brand new market is constructed, there are no restrictions; there are no limits to the imagination. The focus will be more on the psychological reflection of the customers’ motives.

IN WHICH CONTEXT

WILL THE NAME

MOSTLY BE

COMMUNICATED?

If the name is communicated a thousand times around the world by call centers for example, it must meet a particular notable degree of easy pronounceability and clarity in key target languages. If possible, it should be avoided that the brand name or company name must be spelled in a difficult manner. Instead it should be phonetically correct. An underlying characteristic of only a few languages, such as Italian. In German for instance, on the one hand quite often words are pronounced in the same way, but are written differently (homophone), e. g. bete, bäte, Beete, bähte. On the other hand quite often words with the same writing are pronounced differently (homographs), e. g. modern: which means either rot or contemporary: but the accentuations are different.

IS THERE A

CONSTRUCTIVE

SYSTEM IN THE

PRODUCTS?

For example, BMW 3, 5, 7 stand for a constructive system. Classics of the 1960s are the name for Opel cars, the cadet, captain and admiral. Due to the nature of the system, such as increasing size, exclusivity, technical features, quality of materials and design, a suitable scheme has to be found, which expresses these properties in the best way.

HOW LONG SHOULD

BE USED?

Is it only a model generation – or it’s about a long-term brand building? With a brand name of a model generation, for example, a time reference can be made or due to reduced legal constraints, a particularly short name can be used. Since this is made with a combination of superior product brand, it is legally possible and most useful. Usually, it does not need to have a domain to be found, which simplifies the process of finding a name substantially.

WHICH DOMAINS ARE

NEEDED?

This decision is to the research effort of great importance and should include all long-term considerations. Basically, the number of already assigned domains is dependent on the degree of penetration of the Internet in the target country and its importance as an international market dependent. For example During 2012 about 60 million .Com-domains were assigned, only a fraction, about 5 5 .000 .at- domains sold to prospective customers and users. This leads to a large difference in terms of research effort. For some domains evidence is also necessary, that relevant legal foundations are accessible via many vendors on the Internet on demand and must not be shown in detail at this point, because there are always changes that occur.