To Name a brand, is probably one of the most important marketing decisions an organization makes and hence below answered are the insights in the process which are aimed at helping you to name a brand in much effective and better way.
What are the objectives for the brand name that the brand strategy should set?
All of them, if the go-forward strategy of a brand is not deep enough to provide a clear roadmap for the development of names, then you should not be at the processes naming phase yet.
1. In the brand system, the role the name will ultimately play and the right type of name to achieve it.
2. Its descriptive level.
3. It should evoke specific messages and/or themes.
4. The audiences to which it ought to speak.
5. The level of support and the context it should be given
6. The most fundamental of these objectives is where we see many strategies falling short: the very role that a name should play in the first place.
7. Before even considering what a name should be, ask: are we setting out to deliver on the promise of our existing brand, or are we pursuing a new path that should stretch or even leave our brand today?
What steps are needed to ensure that the brand name is consistent with the brand strategy?
8. First, give a hard look at your motivations. Are you creating a name because it looks like doing the right thing? Or is it your unconscious desire for something new, different, and cool? These reasons alone are not sufficient to justify the investment necessary to start a new brand name.
9. When trying to name an offering that delivers directly to the brand you have and its attributes are consistent with other portfolio offerings, release yourself from the pressure to create an outstanding name. You already have a brand, and this offering should be named to support it.
10. For offers that merit a bolder, more distinctive brand name, each brand should have clear criteria in place.
Is it possible to test or select a brand name without a clearly stated value proposition? If so, what are the circumstances?
11. Yes. And it is also preferable in many cases. Cycles of innovation are accelerating, products are evolving continuously. Grounding a name too heavily in the value proposition of today risks, choosing something too narrow for the value proposition of tomorrow.
Proposals for value change. Ideally, brand names don’t. Names should be evaluated in these scenarios by their ability to flex and deliver emotional or symbolic themes on higher order rather than specific advantages.
That's why in more abstract, evocative names we've seen an uptick. Uber has a much easier time to move into categories other than Taxify (which changed his name to Bolt).
That's why a brand like Mastercard would prefer to go in an increasingly "card-not-present" era with its iconic symbol rather than its "card" name.
Apart from above things, these are some powerful stats: There are 43 million active registered trademarks worldwide. In the U.S. alone, nearly 14 million.
The average adult has only about 30 thousand words of vocabulary, a fraction of which is relevant as brand names.
12. To be more evocative, we need to be more selective about what is named, and when we do, free names. Simply put, go big or go home.
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We have implemented the following:
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Opting out:
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California Online Privacy Protection Act
CalOPPA is the first state law in the nation to require commercial websites and online services to post a privacy policy. The law’s reach stretches well beyond California to require a person or company in the United States (and conceivably the world) that operates websites collecting personally identifiable information from California consumers to post a conspicuous privacy policy on its website stating exactly the information being collected and those individuals with whom it is being shared, and to comply with this policy. – See more at: http://consumercal.org/california-online-privacy-protection-act-caloppa/#sthash.0FdRbT51.dpuf
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Does our site allow third party behavioral tracking?
It’s also important to note that we allow third party behavioral tracking.
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