Why names at all? The benefits of brand names
In the lifetime of a product, there are many variables that can change: The content changes, the packaging is modernized, range structures are adjusted. One thing, however, does not change: the brand name. Why you usually do not want to change the brand name becomes clear when you consider its main functions.
The brand name reflects the unique character of a product or a company. It defines their identity and it makes them inimitable. A good brand name evokes the right evocations and emotions. It builds trust in the values of a product and it guarantees its quality. A good example is the name Secoder, announcing security and intelligent coding methods integrated in its name: Link to case study.
A carefully selected brand name gives you a significant competitive edge: It enables effective recognition, a clear expression of the positioning, and it allows legal protection against copyists. Thus, brand names are among the best investments of a company. It pays off to develop a brand with utmost care.
In its ideal shape, a brand is beneficient for companies just as for consumers.
Why systematic naming? Efficiency and structure
With diversified portfolios, it makes sense to structure the product groups or business units via clear linguistic patterns. The trick is a structure with a sense of proportion - not structure for its own sake. With a clearly defined goal and reproducible, long-term benefits as a result.
This means in practice, not every single unit in a portfolio receives an isolated name, but the brand names, e.g. within a product group, are linked linguistically. This relationship can be established through recurring semantic or morphological patterns.
However, the best way to discuss all this is a meeting based on specific examples of best cases along the lines of your specific project conditions.
Which dangers lure? Better be careful
For new brand names, there are three major challenges: language, marketing, and IP issues.
If you're unlucky, or simply negligent, names can evoke negative connotations. For example, because your brand name unintentionally resembles a word connoted as negative in a foreign language. Popular blunders are closeness to dirty words or terms for the genitals or excretions. In the past there have been some cases causing unintended eyebrow-raising and leading to poor corporate image projection.
Bland and colorless names are in danger of being confused with others on the market. Such names are a good way to dilute and lose your profile. Of course, this can be compensated by higher advertising expenses, thus annihilating your competitors on top. However, a distinctive identity-bearing brand name is more effective, and cheaper. A clear exception to this rule are, of course, me-too projects. They reflect a different marketing track because they are based on analogy (and not differentiation)!
IP and Trademark Law
IP and Trademark Law
Literally millions of brand names are registered as trademarks. And, to make it a little harder, there are multiple numbers of similar brands for each new brand. And many words cannot be registered because of trademark rules: they are too descriptive. It requires experience to find and select the right name.
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