Brands have a high intangible content. Perhaps that is why the choice of a good name (naming) sometimes becomes an experience.
In this article we are going to see some examples of good brand names, others that have become generic in their market segment, some that despite their audacity work in a very local environment and others that have been real disasters. Let’s go there!
Examples of good and bad brand names (naming)
Let’s start with some good namings, like bird, the acronym for Spanish High Speed. Short, memorable and conceptual (because of its closeness to the fast). And that it is not easy to achieve this with a few acronyms. Secondly, Unequal It is another excellent naming, since it projects an undoubted brand promise (which is not the same as the others), as long as it is fulfilled, of course.
In digital there is a great tendency to merge two words to achieve a good naming, as is the case with Facebook or of Youtube. Of course, they usually work well as long as the two words have a coherent coupling and there is a certain relationship between the two. Also, digitally there is a tendency on occasion to create words with a double vowel (especially the double “o”), as is the case with Google either yahooamong others.
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Some examples of naming, which have become generic in their segment thanks to the high functionality of their product, are Kleenex, Aspirin, Tipp-Ex either post it, which is very curious. In Spain we have other mythical cases such as Albal (aluminum foil) or Bimbo (sliced bread).
Finally, we show you some examples of disastrous namings, which usually come when a brand is launched in another country. The social and cultural variables of the territory in question play very tricky tricks if they have not been carefully analyzed a priori. The Foreign branding (process that analyzes brand management in foreign markets) is strategically decisive.
Among the best known examples we can highlight, we find Blanket (Vauxhall), jerk off (mitsubishi), Bugger (Nissan) or jetta (Volkswagen) in the automotive segment and Colgate, in Argentina it doesn’t sound good, or squid (Knorr soups), in other marking segments.
Precisely thanks to foreign branding we found other curiosities like Moana (Disney) is called Vaiana in Spain, which Burger King is called Hungry Jack’s in Australia or what magnum it is magic in Greece. What is the reason? In the destination countries, the brands were already registered, so they had to opt for these variants, with the “extra” effort that this entails at all levels.
To finish, a few namings (I promise you they are real) and that in a very local and commercial environment they come to work, such as Keashecho Keastocao (computer shop and repairs) or perrari (Dog grooming at home). If you want to discover many more like these, I recommend you visit this site:
A good naming can determine the success or failure of a brand and that is why it is necessary
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