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• The power of the brand is due to its name

• 
  Wolfgang Nedobity

  The company name is only visible to registered members.

  23 Jun 2004, 01:39 am

  The power of the brand is due to its name

  Branding is a key element of company policy: it is essential for holding on to or acquiring market shares. The businessman's tasks are not confined to organization and production. A company's goods and services, as well as its image, must be visible on the market. The brand is an indispensable instrument for communicating with the public. It enriches and enhances the consumer's relationship with the goods and services by associating distinctive values with them. The brand mark does not just identify the origin of goods: it establishes a relationship with the consumer based on trust by staking the company's reputation and offering a guarantee of consistent quality. A trademark is a capital good. It can be commercially exploited by licensing, franchising, merchandising and sponsorship. As a marketing tool it may even constitute the company's main asset.
  Successful brand names typically follow four stages of creation: analysis of requirements, design, development, and testing. Understanding and using effective practices for each stage allows namedesigners to maximize a name’s probability of success.
  
  Requirements
  In formal processes, requirements are gathered through market research, customer feedback, determination of target groups and cultural appropriateness. Informally, design requirements are often derived from direct knowledge or experience, formally from database consultation.
  
  Design
  This stage is where design requirements are translated into a form that yields a set of specifications. Excellent design is usually accomplished through careful research of existing or analogous solutions, active brainstorming, ample use and testing of prototypes and tuning concepts. A selection of possible specifications would refer to:
  - Aesthetics
  - Archetypes
  - Chunking
  - Conditioning
  - Closure
  - Cognitive dissonance
  - Consistency
  - Convergence
  - Mimicry
  - Mnemonic device
  - Depth of processing and memorability
  - Exposure effect
  - Hierarchy of needs
  - Simplicity
  - Symmetry
  - Recognition
  - Similarity
  - Von Restorff effect
  
  Development
  The development stage is where design specifications are transformed into an actual name by reducing the variability in the options and by applying creative skills in an iterative mode. Design iteration occurs when creating and refining design concepts. Each cycle in the design process narrows the wide range of possibilities until the name conforms to the design requirements. The outcome of design iteration is a detailed and well researched specification that it reflected by the final name.
  
  Testing
  The testing stage is where the name is tested to ensure that it meets design requirements and specifications, and will be accepted by the target clientel. Whether tests are deemed a success or failure is irrelevant in design iteration, since both success and failure provide important information about what does and does not work. In the case of failure, however, the name goes back to its development stage.
  This post was modified on 07 May 2005 at 12:17 pm.
  Wolfgang Nedobity wrote: > Branding is a key element of company policy: it is essential for > holding on to or acquiring market shares. The businessman's tasks are > not confined to organization and production. A company's goods and > services, as well as its image, must be visible on the market. The > brand is an indispensable instrument for communicating with the > public. It enriches and enhances the consumer's relationship with the > goods and services by associating distinctive values with them. The > brand mark does not just identify the origin of goods: it establishes > a relationship with the consumer based on trust by staking the > company's reputation and offering a guarantee of consistent quality. > A trademark is a capital good. It can be commercially exploited by > licensing, franchising, merchandising and sponsorship. As a marketing > tool it may even constitute the company's main asset. > Successful brand names typically follow four stages of creation: > analysis of requirements, design, development, and testing. > Understanding and using effective practices for each stage allows > namedesigners to maximize a name’s probability of success. > > Requirements > In formal processes, requirements are gathered through market > research, customer feedback, determination of target groups and > cultural appropriateness. Informally, design requirements are often > derived from direct knowledge or experience, formally from database > consultation. > > Design > This stage is where design requirements are translated into a form > that yields a set of specifications. Excellent design is usually > accomplished through careful research of existing or analogous > solutions, active brainstorming, ample use and testing of prototypes > and tuning concepts. A selection of possible specifications would > refer to: > - Aesthetics > - Archetypes > - Chunking > - Conditioning > - Closure > - Cognitive dissonance > - Consistency > - Convergence > - Mimicry > - Mnemonic device > - Depth of processing and memorability > - Exposure effect > - Hierarchy of needs > - Simplicity > - Symmetry > - Recognition > - Similarity > - Von Restorff effect > > Development > The development stage is where design specifications are transformed > into an actual name by reducing the variability in the options and by > applying creative skills in an iterative mode. Design iteration > occurs when creating and refining design concepts. Each cycle in the > design process narrows the wide range of possibilities until the name > conforms to the design requirements. The outcome of design iteration > is a detailed and well researched specification that it reflected by > the final name. > > Testing > The testing stage is where the name is tested to ensure that it meets > design requirements and specifications, and will be accepted by the > target clientel. Whether tests are deemed a success or failure is > irrelevant in design iteration, since both success and failure > provide important information about what does and does not work. In > the case of failure, however, the name goes back to its development > stage.
• 
  VINIT GANJWALA

  (not a XING member)

  18 Jul 2004, 1:39 pm

  [EN] Re:The power of the brand is due to its name

  If the brand \ product has no quality....0r consistency...not even a good brand name can helP...
  This post was modified on 13 Nov 2004 at 11:33 am.
  VINIT GANJWALA wrote: > If the brand \ product has no quality....0r consistency...not even a > good brand name can helP...
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