Question

You have been appointed as a Brand Manager of Ford Motors. The Company is to introduce a Compact small car in the Indian Market. The name of the car is yet to be decided. You have been asked to chair a Brain Storming Session. Before the suggestions come forward, you have to briefly explain the participants as to what constitutes a good brand name with the help of suitable examples.

Answer 1

Brand name refers to that part of a brand, which can be spoken, is called a brand name. 

The characteristics of a good brand name: 

(i) Short and Simple: A Brand name should be short, and simple which can be read and remembered without much effort. For example, Lux, Detol or Surfare short.

(ii) Suggestive: It should be suggestive because it can convey product attributes orbenefits. For example, Sunsilk suggests shine like sun and softness of silk. Hajmola suggests digestive properties, Ujjala suggests brightness. 

(iii) Distinctive: It should be distinctive. A brand is distinctive when it, st,ands apart from others in the category. For example, Ariel, Tide, Lux, Cinthol, Perk are all distinctive brand names. 

(iv) Adaptable: The brand name should be adaptable to packing or labeling requirements, to different advertising media and to different languages.