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Get a Name!: 10 Rules to Create a Great Brand Name PDF

321 Pages·2009·0.9 MB·English
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C AAA JACKY TAI JACKY TAI m b After graduating from the University Creating a powerful brand name is probably the single most GET A of Wisconsin in Madison with important branding decision you can make for your business. a marketing degree in 1994, JACKY TAI headed the marketing G dtSinhei ne2p g0Uaa0rnpt4miot eareedsn. tSiH tostea fb tsjeroeasivnn aeednrdiand lIg Ets h mtSaeranintn -giuanapg pseo ri,rn e tTThhhaeety w remilala sdyoi fnfee vrieesn n stidiamote p itlye ob: ueWrt tbehrra atonervd e sires l lyi toistu mn acomarene .c dYhooe uatrpo ldby.ar ayIn,n d yt honeua rm loceno gims rptuhenet,i toothnrese owthniillnly g ct hothipnaygt. 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With many examples and anecdotes, •Killer Differentiators M Tai shows that having the right name is one of the •Great Asian Brands: Tiger Beer oAw ‘nmeur.s Itf- bhraavned’ infogr i se pvaerrty odf eyosku r oefv ear ymdaayr kliefete, rt,h iesn btoreopkr epnuetsu ry oaun do nb tuhsei nriegshst f yyy G TTTTT m‘Noasmt icnrgu-c1ia0l1 f’a fcotro trhso foser asntayr tbinragn nde. wT hbisra bnodosk o irs loa oking pnaamthe. .T Rheea aduetrhso arr eh atesa esnecda tpos tuhlaintke dd itffheer eenstlsye .n..c Iet iosf ncorta jfutisntg a a n agmooed! brand E BBBBBBc ttohe im dpiffreorveen cthee! iDr eextaisilteindg, woneell sw. rAit tneenw, e naasmy-eto c-arena md a..k. ea nadll appropriately named! LGiemn eMrael iM Maenaiger, University of Adelaide ! ddd meeeDDDDDDDDwwww JAödrjugn Dcti eFtazceullty, Lee Kong Chian School of Business, Singapore Management University z G g jjjjj bbb c e kkkkk q i iiiiii M g U ,I!S7BBBINUUJSS IINN98EE7BSS8SS 2//9MM8-AA1gRR KK2bEE6TTi1IINN e8GG4g6h 7! a Businessarshall Cavendish MMM u tt k E aaaa R X FFF GGeett AA NNaammee JJaacckkeett..iinndddd 11 22//1122//0099 55::552:40PM GET A NAME! g M A JACKY TAI GET A b QQQ ooo NAME! R a X 10 Rules To Create q A Great Brand Name r TTTTT f G y c BBBBBB DDDDDD eee ww z ddd m g CCCCCC jjjjj bbb UUUUU k iii u M t SSSSS ppp n F © 2009 Marshall Cavendish International (Asia) Private Limited Published by Marshall Cavendish Business An imprint of Marshall Cavendish International 1 New Industrial Road, Singapore 536196 All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Request for permission should be addressed to the Publisher, Marshall Cavendish International (Asia) Private Limited, 1 New Industrial Road, Singapore 536196. Tel: (65) 6213 9300, Fax: (65) 6285 4871. E-mail: [email protected]. Website: www.marshallcavendish.com/genref The publisher makes no representation or warranties with respect to the contents of this book, and specifi cally disclaims any implied warranties or merchantability or fi tness for any particular purpose, and shall in no events be liable for any loss of profi t or any other commercial damage, including but not limited to special, incidental, consequential, or other damages. Other Marshall Cavendish Offi ces Marshall Cavendish Ltd. 5th Floor 32–38 Saffron Hill, London EC1N 8FH • Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591- 9001, USA • Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Flr, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand • Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia Marshall Cavendish is a trademark of Times Publishing Limited National Library Board Singapore Cataloguing in Publication Data Tai, Jacky,– 1970- Get a name! :– 10 rules to create a great brand name /– Jacky Tai. – Singapore : Marshall Cavendish Business,– c2009. p. cm. ISBN-13 : 978-981-261-846-7 ISBN-10 : 981-261-846-5 1. Brand name products. 2. Business names. I. Title. HD69.B7 658.827 – dc22 OCN302298753 Printed in Singapore by Craft Print International Ltd This book is dedicated to Wilson, Adeline, Prantik, Elgin, Raine, Eileen, Mervin, Lerisca, Nicholas, Kennie, Sheena, Hui Zhi and Elvira – my learned colleagues and trusted comrades. ~ Jacky ~ 9 January 2009 CONTENTS FOREWORD 8 CHAPTER 1 CONTINUING THE BRAND JOURNEY 12 CHAPTER 2 WHY DO YOU NEED A STRONG BRAND? 20 CHAPTER 3 YOU CAN’T BUILD A STRONG BRAND WITH A LOUSY NAME 34 CHAPTER 4 RULE NO. 1: THE NAME MUST BE EASY TO PRONOUNCE 46 CASE STUDY: ALLSHORES 67 CHAPTER 5 RULE NO. 2: THE NAME MUST BE EASY TO REMEMBER 72 CASE STUDY: ASIA PAINT 94 CHAPTER 6 RULE NO. 3: THE NAME MUST BE ENGLISH-SOUNDING 98 CASE STUDY: EU YAN SANG 119 CHAPTER 7 RULE NO. 4: THE NAME MUST BE SHORT 122 CASE STUDY: LEEDEN LIMITED 142 CHAPTER 8 RULE NO. 5: THE NAME MUST BE UNIQUE 146 CASE STUDY: ROTARY ENGINEERING 167 CHAPTER 9 RULE NO. 6: NO GENERIC WORDS 172 CASE STUDY: CEIL 192 CHAPTER 10 RULE NO. 7: NO ACRONYMS 196 CASE STUDY: GOLDBELL 219 CHAPTER 11 RULE NO. 8: YOU NEED TWO NAMES 222 CASE STUDY: YA KUN 242 CHAPTER 12 RULE NO. 9: YOU MUST HAVE A DOT.COM SUFFIX 246 CASE STUDY: BRANDQUBE 267 CHAPTER 13 RULE NO. 10: THE NAME MUST BE LANGUAGE NEUTRAL 270 CASE STUDY: CRECEPT 290 CHAPTER 14 TWELVE NAMING MISTAKES TO AVOID 294 CHAPTER 15 TYING IT ALL TOGETHER 314 FOREWORD I have often been asked why it is that I use so many business-to-consumer (B2C) brands to illustrate the principles of branding even though I work for a business-to-business (B2B) branding specialist, and the answer is a simple one. B2C brands are known to more people than B2B brands because B2C brands tend to be more mass-market, while B2B brands tend to be specialised and more niche-market. Even if you were in the B2B sector, you might not know a B2B brand from another industry. Having said that, I do use B2B brands that are well-known. Some have become such household names that many people are shocked when I say they are B2B brands. Intel is one example of a B2B brand. It really is. Who does Intel sell to? Other companies. Intel does not sell its products directly to consumers but to various computer manufacturers. FedEx is another B2B brand. Again, many people will roll their eyes. Who uses FedEx? Companies or consumers? Mostly companies. Think back to the last time you used FedEx. Was it to send personal stuff or work? Likewise, Hyfl ux is a B2B brand but it is well-known enough such that I can use it where appropriate to illustrate the principles of branding. Caterpillar is a hardcore B2B brand that sells construction equipment to construction companies, but I use it to exemplify some of the topics covered because it is well-known. Throughout this book, you will fi nd a mixture of B2B and B2C brands being used to demonstrate the rules of naming. While it is true that I focus my branding work on B2B companies, I use many B2C brands to illustrate the principles of branding, differentiation and even naming, because most B2B examples would be lost on the majority of people. Let’s say you are a B2B company that makes windscreens which you then supply to car manufacturers. That makes you part of the automotive industry. Still, you may not know many 9 of the other B2B brands in the automotive industry because you do not deal with or use them. For example, as a windscreen supplier to automotive manufacturers, you may not have heard of Getrag even though it is a famous brand specialising in gearboxes, nor of ZF, which is well-known for power steering systems. Likewise, Eibach may be unfamiliar, despite it being a leader in coil springs used in the car’s suspension system. Bilstein? Koni? Both are famous for their shock absorbers. You may not even have heard of Hella, the renowned manufacturer of headlights; of Marelli, reputed for engine management systems; and of VDO, who are highly regarded for instrumentation displays. That is why I have to use brands most people have heard of, to make it easier to illustrate the rules of branding, differentiation and naming. This means that, very often, I end up using B2C brands. However, the principles of branding, differentiation and naming are like Mathematics: One plus one equals to two. They work the same way for B2B, as well as B2C or hybrid brands. They work whether you are a product or service company. And they work the same way in Singapore as they do in the United States or Timbuktu or Bora Bora. Do not be overly concerned if you do not fi nd brands from your industry being used in this book (or any of my books for that matter). Focus instead on the principles of naming I will be discussing. In fact, if you do not fi nd brands from your industry, that might actually be a good thing because this book only uses brands that are considered strong. Maybe there are no strong brands from your industry. If so, you can be the fi rst. If, on the other hand, there are many strong brands in your industry and you are not one of them, you are in big trouble! In reading this book, remember these few things; they will help you get the best out of what has been written: 1. The principles of naming are the same regardless of whether you are a B2C, B2B, hybrid, product, service, brick-and-mortar or e-commerce brand. They are also the same regardless of the country you are from. 2. All big brands start out as small brands. Do not look at the size of the brands today. Look at what they did in terms of naming when they were small. The rules of naming are the same for start-ups, small and medium-sized companies or multinationals.

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So many companies and brands out there in the market, it will be impossible to stand out without a great name. Just imagine, there are already more than 150,000 companies operating in a small country like Singapore. How will your brand stand out if it doesn't have a great name? Finding a great name
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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.