Question
What do you mean by the Branding? What are the characteristics/Qualities of a good brand name. Explain.
Solution
Branding: It is the process of giving a name of or a sign or a symbol to a product. Such as Polo, LG etc.
A good brand name should contain the following characteristics:
- Simple and Short: A brand name should be simple and short so that there is no complication or oddity related to its name. For example, the brand names like LUX, BATA, BINACA and DALDA have these qualities.
- Easily Pronounceable: A brand name should be easily pronounceable. For example, TATA, BATA, FIFTY-FIFTY etc.
- Suggestive: Brand name should be self-explanatory thereby suggesting the inherent quality of the product. For example, HAJMOLA indicates the curing of an in-digestive system and the product like UJALA suggests more whiteness and brightness.
- Distinctive: Brand should be so distinctive that it highlights itself in the group of other brand names. Such as, Tide, Cinthol, Perk, Nirala etc.
- Apart from the above features, the selection of words of the brand name should not convey any negative and confusing meaning in different languages. For example, the brand name of one Indian Car is Ambassador NOVA. Whereas the literal meaning of NOVA in spanish language is ‘does not go’ which would suggest that buyer should avoid purchasing that particular product.
