Did you know that Durex is an abbreviation of Durable Reliable Excellence? Or that Nike is the ancient Greek goddess of victory? You hear these brand names almost everyday but have you ever wondered what they mean? This interesting infographic by 7Brands published in digitalsynopsis.com aims to answer the question and more.
The Science of Successful Brand Names
So, why does it matter what a company calls itself? According to Paul Hague in his article Brand Name Research: What’s In A Name? , the name of a company often reflects what it stands for. To some people, this process can be rather unscientific, by plucking names out of thin air. However, there are other attributes which may be more advantageous than others.
Consider the Shell brand. If Shell had been named Coral when it was first created, would the company and its businesses be affected? Probably not in the beginning, but definitely “Yes”, decades later, when the awareness and perception of the brand has been entrenched in the minds of consumers. Usually a good sounding name which projects positive values is definitely advantageous. In other circumstances, a wacky name, even an irreverent name can work wonders, but within limits.
A brand name research has factored in the following criteria: Does it have ‘the right’ connotations? Are the brand values projected – young and vibrant, large and well established, localized, or international, a specialist, etc? Here are other factors to make your brand names more memorable, and recognizable.
- Brand names should be simple so that they are easy to understand, pronounce and spell. Two words in the name should be considered the maximum.
- Brand names should be vivid in imagery so that the mnemonics present strong memory cues. For example, it is said that names beginning with the letter K are easier to remember.
- Brand names should be familiar sounding so that much of the information to which the name relates is already stored in the mind.
- Brand names should be distinctive so that the word attracts attention and does not become confused with other brands.
How many of these d0 you know?