How Do I Choose My Brand Name?

By: Arnel Oroceo

Research Associate

I. The Importance of a Brand Name

Name is identity. Each one of us has a name and people identify us by that name. Our name is who we are. We protect our name and we want others to honor our name the way we do. It is almost the same way with a product. We need to give it a name that will give its identity in the vast market that people will surely notice. The brand name, given good management and protection, can become a company’s priceless asset.

Perhaps the question that we need to answer is, “What is the Right Name?”

According to an expert, a brand name must meet two important purposes:

The name must distinguish the new product from other products.

The name gives a positive, relevant meaning to the new product.

(Source: User-Friendly Marketing Research, Dr. Ned Roberto, 1996, p.116)

There are three basic considerations in choosing a good brand name:

Uniqueness: it must not be an imitation and must be hard to imitate.

Do not describe your product by its name. Consider the recently introduced Tattoo™ Globe Pre-paid Broadband Internet in the market. Its trademark name does not seem to have any connection with internet. However, the name suggests a permanent mark; something you cannot erase. Perhaps, the name signifies an irreplaceable mark on the minds of computer users making an internet connection using Globe Tattoo Pre-paid Internet, once you have it, you would never want to lose it. According to an expert, “A name, which denotes what the product does, reflects poor understanding of what a brand really entails. The brand name must not describe the product; it should distinguish it.” (Roberto, 1996, p. 116)

The third consideration is important in countries where the language is ideographic like Chinese characters. You need to consider the ideographic character of the language in developing and promoting a brand name. There is an expert study (Schmitt and Pan, 1994) that suggested that the consideration must include the following:

Consider the peoples’ cultural impression on written names. As previously stated, a brand name must have a distinct characteristic. In the case of calligraphy, the strokes must be distinct enough to make an appeal to possible market consumers’ attention.

Always consider the characters that compose the calligraphic name. There must be no negative meaning in any part.

Be careful of possible homonyms or similar sounding symbols. Adequate research must always be undertaken concerning choosing a calligraphic brand name. Make sure that your target consumers will not equate your brand name with any undesirable meaning or connotation.

Consider also the tonal character of your chosen calligraphy. In certain calligraphic languages, meaning may vary depending on the phonetic pronunciation. It is important that you do not confuse your possible consumers.

However, the third consideration may be irrelevant for people in many countries that do not use symbols or calligraphy in their written language like the Philippines not unless they are thinking of using the “alibata” (ancient Filipino alphabet using characters to represent a sound) or Arabic symbols to reach even the Islamic communities. Otherwise, the following may be a lot useful for them.

Types of Brand Names

1. Neologism- is a new, created word. (Ex. Pepsi, Xerox, etc.)

Using new, created words minimizes the risk of trademark violations. It encourages innovative approaches in the development of a brand name. Since the word is new to any language, we can consider it globally pleasant. However, a new word for a name would require more intense marketing strategies to achieve an impact on the connection of the new word or name to the new product. In addition, introducing a new word may encounter minor irritants like misspelling or mispronunciation at the early stages of its introduction to the market.

2. Currently Used Words- are words that have meaning in the popular language. (Ex. Globe, Smart, Time Magazine, etc)

Primarily, using precise and expressive words can easily induce clear and sanguine images in the minds of the users or buyers. It would be easier to attract their attention and have easy recall. Like Smart Cellular, it connotes that people using their product are smart people. However, there are currently used words that the law does not allow exclusive copyright registration like the names cola or juice because each describes an entire product group. Similarly, with calligraphic symbols, there are words that may mean differently or even negatively when translated to foreign languages. You have to make sure that your brand name is safe to translate.

3. Hybrid Words- are combinations of current usage words or recognizable syllables.

Hybrid words will allow you to form a name that will communicate a more explicit message for your product. For instance, the SmartBro trade name is a hybrid of the words smart and bro. The word “Bro” in “SmartBro” is a shortened version for “broadband” but the word “bro” could also mean brother or friend. It seems to mean that SmartBro is like a brother to all internet users using the product. By forming hybrid words for a brand name, it is easier to avoid copyright infringements. Other examples of Hybrid words are “Lady’s Choice”, “Best Foods”, and “Barrio Fiesta”.

4. Acronyms- technically, the first letters of names or words.

Examples acronyms are ATM (Automated Teller Machine), PLDT (Philippine Long Distance Company), SMB (San Miguel Beer), MTV (Music Television), YSL (Yves Saint Lauren), etc. According to an article, “Acronyms like neologisms are advantageous because there are less legal problems in their registration. The problem, however, is that initially these acronyms mean nothing and may leave the customers’ minds blank”. The article further says that a company took that risk and made it big, the AT&T Company.

5. NAME OF A PERSON OR A PLACE- usually, brand developers name products after their inventor, designer or the place where the product came from.

Many product developers name their product after its owner or inventor. It is a good idea if the person is popular like a celebrity. However, if not, it is just like a neologism, another new word or name in the market. Many products though went up the ladder of fame using names as brand names. Example are, Mercedes Benz, Colgate, Datu Puti, San Miguel, McDonald’s, Max’s, Baby Ruth, Hershey’s, Wendy’s, Del Monte, etc.

II. The Importance of a Trade Mark

Aside from the Trade Name, another important element of brand development is the Trade Mark. It is the graphical representation of the brand in the form of a logo, picture or a particular design. It creates an identifying mark about the product. According to an article, “The challenge is to create a design that can distinctly and clearly communicate the brand’s key message”.

Elements of Design

1. Imaging

The first stage in developing a trademark is image design. You need to think of a concept that would best speak for your product. Today, there are soft wares that allow Computer Aided Design (CAD) or Digital Imaging to create unique logos.

2. Fonts

After creating an image, you need to assign a font. By simple font design, you can send a particular impression for your product. If you want it youthful, you can use perhaps Comic Sans or any similar non-formal font design. If you want it to appear formal, you can use perhaps New Times Roman. Whatever it is, you must be able to choose the right font that would deliver the right impression for your product.

3. Layout

After creating a design and typography (font) for your brand or product, you must be able to put them together in a manner that would best describe the product.

4. Color

Lastly, after completing the layout, you need to choose the right colors for your product. It would largely depend on the concept you wish to deliver. Remember that color could determine the mood that would surround your product.

In choosing a brand name, the bottom-line is that you must be able to put up a catchy design for your target market. It is not as easy as it may seem but it is as important as the product itself. They say that in courtship, you need to put your best foot forward. In GMRC, they say that first impression lasts. In business, choosing your brand name and trademark is the first step toward making a distinct mark in the vast market among so many competitors. Be sure that your first big step would leave a good and lasting impression if you want to make it big in the future.

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