Brand naming

Monday, 01 February 2010 20:02

While people are either awed by Apple's iPad, or sniggering at the name's association with feminine hygiene products, brand experts are looking at the product in their terms.

According to Ira Kalb, associate director of the Center for Global Innovation at the University of Southern California's business school, iPad is close to perfect. Other names which had been short listed - iTab, iSlate and iTablet - didn't make the cut for good reason. iTablet has too many syllables; iSlate is too ancient sounding; while iTab is confusing.

The iPad is entirely consistent with the way Apple has branded many of their most popular products: you know its an Apple product by the lower case "i.â" That's a very effective and simple naming tool.

And what about the logo? There really isn't one. Nor is there one for the iPod. With a brand this strong, perhaps you don't need a logo.

 

Monday, 11 January 2010 17:52

French wine makers stand accused of passing off their bottles of as New Zealand produce to cash in on the popularity New Zealand brands.

Australian and New Zealand wines have achieved massive market share in the UK, exceeding the popularity of their French rivals. Part of their success is due to the more informal, brighter branding they've taken on. They often use catchy names, and use animals and bird imagery. This contrasts with the serious and traditional branding that many French wines take.

More.

 

Tuesday, 05 January 2010 01:32

"If it's just a name change, the unattractive perceptions of the old name flow on to the new name. Unless there's a change in cultural values and `what's in it for the customer' there mightn't be much value."

More here.

 

Saturday, 19 December 2009 01:26

This one is a little bizarre.

Pepsi have rebranded themselves as "Pecsi" for the Argentinian market. Pepsi is one of the world's best known brands, and changing brand names is not something global mega-brands do lightly.

The issue in Argentina is that locals have already been calling Pepsi "Pecsi" for a few decades, because "ps" is not found in Spanish. English words that contain a "ps"a tend to become a "bs" in Spanish. For example the word "apse" in English is ábside in Spanish. With this logic, most Spanish speakers pronounce Pepsi as "Pebsi."

In Argentina however, they speak a unique dialect of Spanish, which won't even allow for "Pebsi."

Pepsi has decided that as people in Beunos Aires and beyond are so used to ordering "Pecsi," why bother fighting them? Pecsi it is.

 

Friday, 18 December 2009 01:23

As part of an effort to create distinct brand identities between its sugar/ renewable energy and building operations, CSR's sugar and renewable energy business will be rebranded as Sucrogen.

Sucrogen will replace the CSR Sugar brand and will be a new corporate entity holding the business' raw and refined sugar operations in Australia and New Zealand, as well as its ethanol and electricity cogeneration business. Sucrogen will keep the CSR brand for food and beverage products.

CSR sugar division chief executive Ian Glasson said that the new name was a fusion between sucrose and generation.

 

Friday, 14 August 2009 23:28

Telstra eBusiness Services is the insurance industry's leading provider of integrated e-business solutions. Their e-business products provide a vertical platform of innovative, powerful and award winning solutions to our insurer, intermediary and broking system partners.

Task

Telstra eBusiness had grown through a process of mergers and acquisitions that had resulted in confusion internally about how to position, organise and "go to market" with its company's brands, products and services. This had also led to confusion externally to the extent that one product name appeared to have more recognition and equity than the actual business name. There was also a requirement for a series of new product brands to be created to reflect a series of exciting new product entries and to reflect these as part of an entirely revised brand architecture.

Approach

Desk research was conducted to ascertain the current position and a research brief scoped to determine current knowledge gaps and to assist in confirming the current position. Depth interviews were then conducted internally to gather information and engage the internal stakeholders who had been through a number of prior ownership changes. Qualitative research was then conducted with the insurance industry and quantitative research conducted with the insurance and broker distribution channels. Subsequent findings and presentations made recommendations on brand architecture, positioning and product naming. Logo and a visual identity system was then created aligned to the Telstra (parent) brand, yet still presenting a unique but connected relationship within the Telstra eBusiness product portfolio.

Results

A deep assessment of the environment delivered an informed understanding of the market, competitors and current perceptions of the Telstra eBusiness product portfolio. This understanding informed strategic development of both the existing and proposed portfolio. A revised brand architecture and strategy for managing corporate and product brands was also provided, which allowed for and reflected future business expansion and product development. The entire portfolio was then managed, launched and implemented via a concise identity system, with accompanying brand guidelines.

 

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