Category: master brands
By admin on Sep 26, 2011 in basic naming questions, best names, brand naming, company names, competitive names, controversial names, descriptive names, differentiators, empty bucket name, master brands, naming pioneer, naming strategy, naming tips, product names | 8 Comments
The Naru (Naming Guru) has emerged from the naming reflecting pool to finish sharing his/her branding perspectives from earlier this month. 5b.) Literal / descriptive names are better than emotional names when developing specific product names underneath a family brand. While emotional, short & snappy brand names should establish strong connections with consumers (e.g., Northface, [...]
By admin on Sep 7, 2011 in basic naming questions, brand naming, company names, competitive names, differentiators, master brands, naming research, naming strategy, product names, retail storefront names | 4 Comments
“Consumers are buying private label food and drink products in greater numbers, typically because these products represent better value” (Mintel, The Private Label Food and Drink Consumer, Dec. 2010). But, is this causation or correlation? Are consumers knowingly buying private labels in larger quantities because of their perceived value, or is something else driving the [...]
By admin on May 24, 2011 in best names, brand naming, competitive names, descriptive names, differentiators, master brands | 0 Comments
We recently helped develop the CorFire™ name and a corresponding naming architecture for SK C&C. Here is a little background: The CorFire solution suite lets retailers, phone companies and others deliver mobile commerce to their customers, today. The CorFire team has over eight years of real world experience providing systems that seamlessly serve half a [...]
By admin on May 18, 2011 in basic naming questions, competitive names, descriptive names, master brands, naming architecture, naming strategy, product names | 0 Comments
The Harvard Business Review published an article this month discussing two possible approaches when naming next generation products: 1. Brand-Name Continuation (or) 2. Brand Name Change. Callaway Company launched its first Big Bertha driver in 1995 and then chose the brand-name continuation strategy: following with Great Big Bertha and then Biggest Big Bertha. This [...]
By admin on Dec 14, 2010 in basic naming questions, international naming, master brands, naming linguistic issues, naming strategy, product names, translating names | 0 Comments
One of the biggest naming challenges can be in transnational markets, where a myriad of languages are spoken and customs are practiced. Besides being sure that you don’t recommend something in English that will offend somebody speaking Cantonese, there are fascinating linguistic nuances that both reveal a lot about what goes into a name and [...]
By admin on Oct 17, 2010 in best names, company names, differentiators, master brands, naming strategy | 0 Comments
Some branding pundits argue that “masterbranding” is where it is at today. That is, instead of developing new names for your major new offerings, just extend your existing brand name and leverage all of those brand building dollars that you have invested over the years. While the masterbrand strategy has increased in popularity, it is [...]
By admin on Aug 9, 2009 in basic naming questions, master brands, naming audit, naming strategy | 0 Comments
As companies grow, especially internationally or through M&A (Merger & Acquisition) activity, they often find their portfolio of brand names becoming ever larger. At some point, it is usually prudent to do a Brand Name Audit. The first step is to identify the key issues the audit should address. Here are ten you may want to consider:
By admin on May 8, 2009 in master brands, naming strategy, naming tips | 0 Comments
A masterbrand strategy often involves building one strong brand across many products, allowing you to focus all of your brand building dollars on just one brand name and identity. This has the potential of greatly simplifying the brand management process and adding clarity to your messaging and communications. Unfortunately, a masterbrand strategy sometimes ends up milking brand equity [...]
