Naming

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The term naming , also known as name development, refers to the development of a name for the designation of a product , a service or a company . This development is very complex, which is why specialized agencies are increasingly being entrusted with it.

meaning

The name of a brand is one of the most important marketing tools. It is usually chosen strategically and usually supports associations that are directly related to essential product properties or company characteristics. However, it can also completely oppose the actual product and still be received positively by the target group. New brand names must usually be applicable internationally and evoke positive associations. In companies with a large number of products, complete name systems create structure, strengthen positioning and make connections transparent. The naming process is divided into several stages and goes far beyond the pure creation.

conditions

A brand name must have several properties in order to be used effectively. It is relatively irrelevant whether it should exist for a company or a specific product, nationally or internationally. It must essentially always meet the same criteria .

The name must not already be protected in an identical or similar form for an identical or similar product or a company in the same industry. It must therefore be unique.

For a name to be remembered, it must be easy to read and speak . The legibility can, however, also be influenced positively or negatively by the graphic design .

The name should match the product or company to be named. It does not have to be descriptive . It is enough if it evokes the desired associations . It should be concise so that it distinguishes itself from possible competitors or their product names.

A name can be protected as a trademark if it is not descriptive in relation to the goods and / or services covered by protection. Furthermore, the name should not clash with existing identical or similar older trademark rights of third parties that are protected for identical and / or similar goods and / or services.

method

The development of a name that meets the criteria mentioned goes through various phases and begins with the formulation of the specific requirements for the respective name. This leads to the creative process in which a large number of suggestions are generated with the help of various techniques. Following this, favorite names are selected and initial trademark law checks are carried out in order to rule out that the name collides with older, identical trademark rights of third parties in those countries in which the product or company is to be used.

At the same time, names are subjected to linguistic and cultural tests with native speakers to ensure that they do not evoke any negative associations or meanings in the relevant languages.

As a further stage of the trademark research, similarity research should be carried out. This type of search takes into account numerous other variations of the remaining suggested names (visual, phonetic and semantic). With this step, the trademark situation of the respective name can be optimally assessed.

In addition, the remaining names can be examined with the desired target group by means of an impact test with regard to appearance , associations, sound and acceptance.

From the initial large number of names, significantly fewer remain at the end of this process that meet all the necessary criteria.

research

The development of brand names is researched from different perspectives.

  • In brand management, business administration deals particularly with the practical usability and protection of a brand name in the national and international area. The research results often lead to catalogs of requirements for name development.
  • The sensorial marketing and neuroscience investigate especially the synesthetic potential of brand names: z. B. What sensory associations does the name trigger on the basis of its sound alone (regardless of its encyclopedic meaning) and how can these associations be matched to the named object?
  • The linguistics is primarily concerned with the advantages and disadvantages of different syntactic patterns of word formation (eg. As blending , Acronym etc.), with the semantics of the name, with it triggers associations and its interaction with other Werbelementen as images.

literature

  • Samland, Bernd M. (2006): Unmistakable - Name, Claim & Brand , Haufe, ISBN 3-448-07256-7 .
  • Kilian, Karsten (2006): As rare as shooting stars , the search for a brilliant brand name is not easy, in: Frankfurter Allgemeine Zeitung, 6.9, p. B4.

Web links

Wiktionary: Product name  - explanations of meanings, word origins, synonyms, translations

Individual evidence

  1. ↑ Gotta, Manfred. "Branding - the process of branding". In Handbuch Markenführung Vol. 2. Vol. 2., edited by Manfred Bruhn, 1157–75. Wiesbaden: Gabler, 2004.
  2. ↑ Shrum, LJ, TM Lowrey, David Luna, DB Lerman, and Min Liu. "Sound Symbolism Effects across Languages: Implications for Global Brand Names". International Journal of Research in Marketing 29, No. 3 (September 2012): 275–79. doi : 10.1016 / j.ijresmar.2012.03.002 .
  3. ↑ Karstens, Inga Ellen. “Advertising communication, brand linguistic”. In Handbook Advertising Communication: Linguistic and Interdisciplinary Approaches, edited by Nina Janich, 263–74. UTB, 2012.
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