Here is a challenge to the brand managers. Can you come up with a plan to diffuse this product in the market?
“What’s in a name? That which we call a rose/ By any other name would smell as sweet.” I don’t know the context in which Shakespeare wrote this. But in the context of branding, name is an essential element while building a brand.
What a name can do for a brand?
A meaningful name can help create mental availability for the brand. A brand does not have to explain the customers as to what it actually does. A name like ‘Fair and Lovely’ (Now Glow and Lovely) simply communicates its benefit to the customers. Hence become a easy choice compared to a brand which requires too much explanation.
A name can also create likeability for the brand. You might wonder some brands you start liking just because of the name.
A name which already exists in some other form can also act as trigger from some other sources. An example in sight is the unexpected rise in sale of the Mars chocolates during the mars mission.
Case of Kit Kat in Japan is another such example. The name KitKat resembles the phrase “Kitto Katsu” meaning “surely win”, a term of good luck in Japan. Hence Kit Kat is very famous in Japan.
The other side
When the name is too meaningful it leads to the problem of transferability. Can the same be transferred to other product categories with ease? Can the name be transferred to other cultures.
Current noodle was very successful as they became very popular in spicy category very soon. The name has some association with the spice. But what happens when they enter into instant noodle category? Waiwai played it safe creating sub-brands in spicy category like Waiwai Dynamite, Pyrro etc. Current does not have the same advantage. It will be interesting to see how it plays of for current. I could foresee a dilution here.
Hence it is very important for the companies to work on the brand architecture before extending their brands to multiple categories.
Another important consideration is when the brand goes into the other country. The language changes the meaning of the name. Achi masala is one of the biggest masala players in India. Nepal is one of the biggest markets for the masala. Selling the brand in Nepal won’t be easy task for the company.
🌟 The Power of a Brand Name: From Shakespeare to Modern Marketing 🌟
“What’s in a name? That which we call a rose by any other name would smell as sweet.” These immortal words by Shakespeare remind us that a name might not change the essence of a thing, but in the world of branding, a name holds immense significance. Let’s dive into how a name can shape the destiny of a brand!
🏆 Creating Mental Availability: A meaningful name can work wonders in building a brand’s identity. It allows the brand to communicate its essence without lengthy explanations. Take the example of ‘Fair and Lovely’ (now Glow and Lovely), which instantly conveyed its benefit. This simplicity makes it a more accessible choice compared to brands needing extensive elaboration.
🤝 Cultivating Likeability: Ever found yourself drawn to a brand solely because of its name? That’s the magic of a well-chosen name. An intriguing or catchy name can create an immediate sense of affinity, sparking positive emotions and building rapport.
🚀 Triggering Associations: Sometimes, a name can unexpectedly trigger connections from unrelated sources. During the Mars mission, sales of Mars chocolates surged due to the cosmic association. Similarly, the success of Kit Kat in Japan, where its name sounds like “Kitto Katsu” (meaning “surely win”), demonstrates how a name can foster cultural resonance.
⚖️ Balancing Act: While a meaningful name can be advantageous, it can also lead to challenges. If a name is too specific, it might struggle to transition to other product categories smoothly. Consider the case of “Current Noodles,” which gained traction in the spicy category. However, venturing into instant noodles requires careful strategy due to potential brand dilution. This highlights the importance of a robust brand architecture before expanding into new categories.
🗺️ Crossing Cultural Boundaries: When a brand crosses borders, its name takes on new dimensions due to language and cultural nuances. A prime example is “Achi Masala,” a prominent masala brand in India. Selling it in Nepal presents a unique challenge, as the meaning of the name might not translate seamlessly across cultures.
In the dynamic landscape of branding, a name is more than just a label; it’s a gateway to recognition, affinity, and differentiation. As businesses expand, they must tread the fine line between meaningfulness and adaptability. Let’s remember, while a rose by any other name might smell as sweet, the right brand name can set the stage for success on a global scale. 🌍🌹
#BrandingExcellence #NameMatters #GlobalStrategy #CulturalDiversity #BrandArchitectures
