Discuss ten characteristics of effective brand name creation. Then locate three established brands that meet at least five of the listed characteristics. Explain why you think these brands meet the selected five criteria. Support your choices with logical arguments.
When creating a new brand, the name is extremely important because it is what identifies a product or brand. The name helps draw in consumers. The brand name is a powerful tool used by businesses to connect with the people they want to reach (The 10 essential qualities of great brand names, 2019). When selecting a brand name, there are certain characteristics that businesses need to apply to ensure they select a great brand name. A brand name must be memorable, distinctive, appropriate, flexible, culturally sensitive, available, concise, easy to spell and pronounce, natural sounding, and visually evocative (The 10 essential qualities of great brand names, 2019). A lot of thought goes into choosing a brand name, and the name is equally as important as the product itself. Many of the brands that we use in our every day lives have gone through the brand naming process and possess many of the characteristics listed above. It’s what makes them successful and us want to obtain them. Starbucks, Google, and Amazon are three of the most easily recognizable brand names that we use. Whether you know them by name or logo, these brands touch many of our lives daily. Each of these brand names are distinctive and memorable. No matter what part of the world you are in and what language is spoken there, these three brands are universal. These brand names are also flexible as they have stood the test of time. Starbucks was first established in 1971, Google in 1998, and Amazon in 1994. While many things have changed about these brands, the names have remained through economic changes, cultural changes, and global changes. These names are also concise. When these brand names are mentioned, individuals understand that there is a lot you can expect based on the name alone. While Starbucks is known for their coffee, they offer other products such as pastries, mugs, and tumblers. Google doesn’t just offer a way to search for things on the internet. There is Google pay, gmail, Google music, and much more. Amazon offers fast delivery and reasonable prices for items all over the world. While these names are short, they say much more. These brand names are also easy to spell and pronounce. Consumers can be turned off by brands they can’t spell or correctly pronounce. But since these brands are somewhat a part of our every day lives, they have also become part of our every day language. Starbucks, Google, and Amazon also have visually evocative brand names. A great name evokes compelling imagery to enrich the story and enhance engagement (The 10 essential qualities of great brand names, 2019). The logo alone tells consumers what the brand name is without the words. These are three of the most recognizable brand names today and they possess many of the characteristics of what is needed for a great brand name. Brand names are important because they not only need to encourage consumers to spend money, they should also be somewhat thought provoking and interesting.
References:
The 10 essential qualities of great brand names. (2019). https://catchwordbranding.com/catchthis/the-10-essential-qualities-of-great-brand-names/.