How to Name a Brand?

When we create a brand, ''the name'' is another important subject. Because as a communicatior, we need to guess the psychological effects of the names& slogans on the people, to be reminiscent of the purpose and uses of our proucts.. etc.

that is:
a) suggest sth about benefits
b) suggest product qualities like product color
c) easy to pronounce, remember and recognize
d)distinctive ( exp: addias - abbibas)
e) should carry good meaning

Top Down or Buttom Up? ( as a strategy)

Here, i want to expres 2 different strategy that always hard to choose for the companies.

How should be built a brand?

top down?
or

buttom up?

I can briefly mention about them:

Top down: It is easy to buit a brand, because a few people manage/ decide. But, it doesnt have infomation comes from the local management

Buttom up: It is easy to keep control because there are a lot of people who are responsible for.

In this point, we need to analyse our brand because it could be:

a) sub- brands. exp: sony walkman, Gillette Mach 3
b) endorsed brand. exp: Nestle ( we dont ask for Nestle, we ask for Nesquick)

Product brand is much more importanr than company which produce that product.

c) co- branding exp: Smart ( Mercedes & swatch)

How to Manage a Global Brand?

We can fallow 4 way to manage a global brand:

1. Assign responsibility for creating cross- country synergy:

a) centralized or decentralized?
b) team or person?

Many brands created by one person, for example: Microsoft- Bill Gates

2. Sharing of insides and best practice across countries

a) create a global mechanism to detect best practies
b) find a way to communicate bet practies
c) easy - to- use method to access ( For now, data bases are famous for the companies)

3. System to create brand brilliance.

4. Global brand planning process

--brand strategy:
a) brand portfolio
b) segmentation
c) brand identity
d) value positions

--brand building programs:

a) channel ( media channels/ distribution channels)
b) advertising
c) sponsorship
d) action plans

--strategic analysis: customers competition brands

--goals and measurement

a) brand equity goals
b) sales level

What Makes a Brand Great?

I think, there is 5 way to make a brand great. In general, the companies use all of or some of them:

1. Consistencey in delivering their promise. For instance: Rolex watch shows your statute.
2. Superior products and services. ( To concentrate on the one feature of the product)
3. Alignment of internal and external commitment
4. Distinctive positioning and customer experience.
5. The ability o be revelant

Brand Raking System& Global Branding

I think that, for a brand ''objective based'' and '' subjective based'' are the things that we need to think on them. The chart that i tried to draw on the below will show us, a brand must be between on A- B .

A brand try to protect its image in local areas, but occuring a global brand image as important as local image.

Let's look over the features of global brand:

1- Compelling idea
2- Core purpose and compelling idea
3- A central organizational principle

When we look the global brand, we can easily see that most of them are American& commodities.

Brand Management

According to Keller, there is some specific factors for the brand as you see at the below. I will try to give examples for each factor.

• Benefits - Toyota= quality
• Attributes - Duracell= durability ( In addition, the brand name is so important for the products and brand image. For instance, here, Duracell as a brand want to show the quality of the durable battery to the customers. And the company created a brand name which link to the power of the product.)
• Values- The Body Shop- protection of enviroment/ beauty.
• Culture- United Colors of Benetton ( ethnic groups on the adverts.)
  
• Personality- Porsche, Ferrari - identify to the users
• User- future of the user ( how to imagine such a person)

Brand Equity:

• Loyalty
• Brand awareness
• Percieved quity
• Associations
• Other assets ( legal rights to use the brand)

Here, we can mention about two types of quity:

1. Percieved quity is the things on customers' mind
2. Real quity is the basses of emotion.

Main Mistakes in Brand Building Process

1. Name is not a brand
2. Lack of attractive identity ( Here i think we need to remember the differences between ''brand identity'' and ''brand image''. Brand identity is ''why we wanted to be percieved'', brand image exist in customers' mind and it is ''why we want to percieve''.
   
3. Incoherence in communication ( Here, maybe it will be helpful to remembering about 4P rule, price, present, product, promotion)
4. Too much trust in advertising ( because of the information of revaluation)

Telling to other people about the product, as we called '' world of the mouth''

5. Creating a brand not milking* a brand ( you can look to the chart-1)



a) Be careful with brand extension**

b) Core and extended assocciations

* milk a brand- to use it to increase the profit

** brand extensions: if we do the brand extensions, we should follow the main association
chart-1

of our product.

for example:

Nike: Sports equipment

Nike produce ''water'' to help you to exercise/ training

6. No more brands then you can afford

7. Forgetting the customer ( Remember about the customers want!)

8. Make your brand unique.

How to Make it Unique?
a) Lower price, high performance
b) Easy to use, presenting benefits ( Apple)
c) Accordance with life style ( Mc.Donalds)
d) Observation of the other people ( mobile phones)

What is brand equity?

'' A product is something that is made in a factory; a brand is something that is bought by a costumer. A product can be copied by a competitor; a brand is a unique. A product can be quickly outdated; a succesful brand is timeless. ''
Stephen King, WPP Group, Londan.

source: www.freewebs.com/orgnisationtheory/05.%20Managing%20Brand%20Equity.pdf

Do you like it? I think, the sentences at the above are telling everything about the brand equity.

A brand, totally different from the product. And this difference created by the consumers. That is, the consumers are one each active participants at the process of the creating a value for the brand.

For brand equity we can talk about the value both based on financial and based on consumers.

source: Odabaşı, Y. & Oyman, M. (2005). Pazarlama İletişimi Yönetimi. Marka Yönetimi ve Marka Yerleştirme. (ss. 373) . İstanbul: Mediacat.