Das Bild zeigt eine großflächig abgedruckte Buchstabenfolge „ABC“ und steht für das ABC des Markenwissens, das sich nicht auf die geschickte Kombination der 26 Buchstaben des Alphabetes beschränkt. Es geht vielmehr weit darüber hinaus, denn das strategische Verständnis, das rechtliche Know-How, Kommunikationswissen und die Kenntnis um die sprachlichen Hemmnisse sind wichtige Zutaten bei der Entwicklung erfolg reicher neuer Markennamen.

Brandknowledge

The significance of the brand name goes far beyond its communicative role. When developing a brand, the systematic development of a name is crucial, particularly from an economic point of view. Even if it only a few letters from which names are formed, it is still the mark of quality of marketing.

Top-class brand names offer the following benefits:

  • Creation of long-term assets
  • Avoidance of export restrictions due to names
  • Internationally standardized delivery of messages stored in the name, particularly with regard to innovative new products
  • Independent profile shaping through innovative positioning approaches

Examples of brand names which can lead to incorrect associations:

  • SERENA – sanitary towel or automobile from Nissan?
  • MR2 from Toyota – pronounced in French as "merdeux" or "merde" (insult/swear word)
  • PAJERO from Mitsubishi – a nasty swear word in colloquial Spanish
  • BOUNTY – chocolate bar or paper towels?

Examples of first-class brand names and terms, which are well-established and have proved to achieve sustained success:

  • BACARDI
  • KODAK
  • LEVI'S
  • EBAY
  • GOOGLE
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