International brand names
A brand name is good collection of experiences and association that can be attached to a company, a product or a service, an organization or an entity. However in many instances brand refers the trade name of a product (Ushunie and Etal, 2005)
A brand name is the trade name of any product and it is a concrete symbol that conjoins all the information related to a company, organization or product.
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Mooij further puts it that the making of a brand name, the artist have to ensure a good slogans, a good and attractive combination of color schemes, an appropriate combinations of symbols and even sounds. This is to help the product to develop an implicit values, personality, vision, inspirations and leadership. (Mooij, 2005)
In all the cases it is the brand name that almost all the companies trade under, it is the value of the brand name that allows a company to stand for ages on end and yet still very strong and appealing to the market. Ushunie and Etal writes the recognition of a brand name is highly dependent of to the people’s experience and associations with the specific companies, a specific name, organization, good or service. This familiarization is mainly created by a good brand name which can meat the international standards. (Ushunie and Etal, 2005)
In the marketing field a brand name is highly regarded as a basic tool. This is why it is defined as a logo or slogan that products trade under, it is the umbrella that covers that protects the sales (Boone and Kurtz, 1992 p18). Boone and Kurtz further analyze it as an element that creates a difference in the minds of a consumer about a product, a company, and an organization and gives it a competitive advantage.
The act of branding is a very important marketing tool. It is the tool that allows products to penetrate and leave a mark across all culture, religions and regions. This is why in a marketing situation it is not only goods and services to be branded but even entities that supply ideas political parties and religious organizations. They also receive the trade names and hence are branded (Ushunie and Etal, 2005)
The contribution of branding in products sale can not be underrated, this as shown by Ushunie and Etal is that it allows products to be marketed across all cultures with different ideologies. It is thus the branding process that offers a different approach to a products appeal. This is important for attracting customers and maintaining product loyalty. This is a strategy that many internationally recognizable brands have been using for decades. While developing these brands Mooij further explains that the whole process must recognize and compare how the product brand relates to both the national and the international branding systems.
Mostly the main purpose of branding of a product is to create consumer loyal to the product. This according Boone and Kurtz give a product a good personality to the consumers, which indicates that the product is promising. Brand personality is the human traits that a product poses. It is mainly communicated by the artistic work in its logo design and color combination, this is done to communicate and attribute a product to human attributes as; warmth, seriousness, hope, happiness, joy, hunger and imagination. This is developed by product age in the markets. The longer it trades in the markets under the same brand name with an appealing and distinctive packaging, the more it gets the human attributes (Evans and Berman, 1982)
The purpose of a brands personality is to increase its identity among the consumers and to bridge the gap between the perceived brands image and its identity in the market. The bridging of the gap improves the differences between a particular brand and others in the market. (Evans and Berman, 1982)
The creation of an international brand involves different steps and characteristics. Just in this section we are to check what it entails to get an internationally recognizable Brand that last for ages
According to discussions by Mooij an international brand must be created carefully and must hold some features as
The brand name has to be short and distinctive; this is to incorporate all the customers. The use of short distinctive name is to allow people with different cultural background to easily identify themselves with the product in the market. This also allows the customers to easily pronounce it better. A short, distinctive and well pronounced brand claims massive loyal followers who identify themselves with the product. The short sweet and easily pronounced brand is also an ideal name to help paving through the industries pollution (by other Brand Names). The name should have a maximum of two or three words but can even survive on one. The short sweet name is better in promotions; it will work very easily on the promotional channels since it is also easy to spell. Just the mention of the name ones should attract a lot of positive attention. They should also have very strong but smooth alliterations that roll the tongue well (Mooij, 2005)
It is also advisable that, for a product to command and gain international popularity, it should be easy for the target customers in an industry to suggest it by its brand name. The brand name of a product should be suggestive of the quality, satisfaction and distinctiveness that a customer gets from the use of the product (Mooij, 2005)
Internationally recognizable brand names are easily communicates the desired product image. This according to Mooij will have an effect in the perception of the consumers about the desired product.
A good product brand must not have any negative connotation that may be communicated to the general public. For this brand to stand for ages and roam the world it is suggested Evans and Berman that it must be smooth all the way.
There are also other factors that determine a good product and company brand, it is one that sells in the marketplace and commands a brand loyalty and this brand then gets brand recognition. If this occurs the brand builds up to enjoy a critical mass of positive sentiment in the marketplace. Here the brand achieved a brand franchise. This fulfills a goal in brand recognition which is identification of a brand without the name of the company’s presents (Onkvisit and Shaw, 2004)
A brand that penetrates better in the market is one that is unique within the industry. The name needs not to be weird or even clunky, but it needs to sound differently as all the rest in that industry. (Onkvisit and Shaw, 2004). They further adds that each an every brand must have a legal backing of their name.
A brand name that is flexible and expandable in the industry also stands the test of distance and coverage. This allows the company to easily expand their services and provide other related services without the need to update their name. Even during the update of the names a good brand name should be linguistically clean. Before the choice of a name the company should check its origin, pronunciation of the name in different world major languages and meaning. The name should never violate any cultural setting and languages principles. (Ushunie and Etal, 2005)
A good brand as explained by Ushunie and Etal embraces company personality, vision, inspiration, leadership and above all gives it a competitive advantage of roaming the world. This should be left for the company naming and branding agencies.
It is always advisable that before the choice of a brand name the above factors to be checked, this will be followed by testing it then if fit for the Market it shall be used to achieve the purposes. For the name to be recognized internationally and to have a base in the international industry portfolio it must never be suppressed with time, it must be there to last for decades (Mooij, 2005)
Sak Onkvisit, John Shaw, International marketing: Analysis and strategy (2004)
Jean Ushunie, Julie Lee and Julie Anne Lee, Marketing across Cultures, Financial times prentice Hall (2005)
Joel R. Evans, Barry Berman – Marketing Snippet view (1992)
Marieke K D. Mooij, Global marketing and advertising: Cultural paradoxes
Louis E. Boone, David L
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