whats in a name
DESCRIPTION
TRANSCRIPT
![Page 1: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/1.jpg)
What’s in a NAME?
![Page 2: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/2.jpg)
“If I had a great name for a product, I’d build a business around it”
- Maurice Kanbar (Inventor) Author of ‘SECRETS FROM AN INVENTORS NOTE BOOK’
“Was Dirty Dancing a successful movie, because it was a great film? No. The title brought the people into the theatre. I doubt they would have come out if it were called “Weekend at Catskills”
![Page 3: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/3.jpg)
Categories of names…
• Names can be broadly categorized into the following:
• Source names:– Ascribe a person or place in connection with them
• Descriptive names:– Describe a characteristic, ingredient, purpose, function or appearance
• Suggestive names:– They operate through connotation working, within the brain as a simile or a
metaphor
• Random names :– Appear to have no connection with the referents
![Page 4: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/4.jpg)
Source Names
• Ascribe a source or origin…
– Indian Airlines, Air India
– Canada Dry
– Salem
– Ford
– Godrej
– Tata
– Hewlet-Packard, Dell
‘Identify who founded or owns an enterprise, or where a product
may be found or what market territory it covers’
Ideal when the group has established credentials or the geographical location can add value
![Page 5: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/5.jpg)
ESSARWAY
![Page 6: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/6.jpg)
ESSARTEL
![Page 7: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/7.jpg)
ESSARSPEAK
![Page 8: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/8.jpg)
ESSARONE
![Page 9: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/9.jpg)
WOW-ESSAR
![Page 10: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/10.jpg)
Source
• ESSARWAY
• ESSARTEL
• WOWESSAR
• ESSARSPEAK
• ESSARONE
BSNL / TATA
![Page 11: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/11.jpg)
Descriptive names
• Affirms some attribute by which the product, service or company wishes to be known…
– General Motors
– Newsweek
– Radio city
– Big Bazar
– Coca-Cola
These names describe the product or service,
using straight forward language and words
Ideal for establishing strong associations with the category
![Page 12: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/12.jpg)
SPACETEL
![Page 13: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/13.jpg)
ORBIT TELECOM
![Page 14: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/14.jpg)
FLASH CELLULAR
![Page 15: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/15.jpg)
TELEPATHY
![Page 16: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/16.jpg)
EASYTEL
![Page 17: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/17.jpg)
EXPRESS-CEL
![Page 18: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/18.jpg)
Descriptive
• Spacetel
• Orbit Telecom
• Flash Cellular
• Telepathy
• Easytel
• Expres-cel
Aircel / Airtel
![Page 19: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/19.jpg)
Suggestive Names
• They operate through connotation & allusion, working within the brain as a simile, metaphor and cultural reference
• Examples..– Eden: A brand of dried fruits
– Garrison: Brand of dead bolt locks (Military post)
– Sprint: Suggests speed
– Bible Bar: Has the seven foods from the promised land
– SUVs’: Explorer, Forester, Escape…
– Hush-Puppies
![Page 20: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/20.jpg)
Pigeon
![Page 21: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/21.jpg)
Vibe
![Page 22: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/22.jpg)
Easy
![Page 23: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/23.jpg)
Swing
![Page 24: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/24.jpg)
Ozone
![Page 25: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/25.jpg)
Matrix
![Page 26: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/26.jpg)
Suggestive
• Pigeon
• Vibe
• Easy
• Swing
• Ozone
• Matrix
Idea / Reliance
![Page 27: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/27.jpg)
While most of these options are workable, relevant and effective at some level…
Our competitors seem to be in the same space…
![Page 28: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/28.jpg)
• Will they help us stand out?
• Will they maximize our recall?
• Will they break through the clutter?
• Will they help us carve out a niche?
• Will they optimize our monies?
Therefore…
![Page 29: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/29.jpg)
We are the Challenger Brand!!!
![Page 30: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/30.jpg)
The power of thinking out of the circle
• Orange• Yahoo!• Google• Apple• Manhattan• Virgin• Mirchi/ Red• Spice• Pogo• Yes Bank• Onida Candy (14 inch TV for
youngsters)• ShareKhan• Oxygen (cellular service in Canada)
![Page 31: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/31.jpg)
Our approach
• Out of the circle
• Do not describe but DISTINGUISH
• Young, friendly, hip
• Breaking Rules!!!!
![Page 32: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/32.jpg)
Mercury
![Page 33: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/33.jpg)
Heat
![Page 34: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/34.jpg)
Gene
![Page 35: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/35.jpg)
Protein
![Page 36: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/36.jpg)
Fox
![Page 37: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/37.jpg)
Buzz
![Page 38: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/38.jpg)
Gipsy
![Page 39: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/39.jpg)
Rain
![Page 40: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/40.jpg)
Neon
![Page 41: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/41.jpg)
Ozone
![Page 42: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/42.jpg)
Boom
![Page 43: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/43.jpg)
Tadka
![Page 44: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/44.jpg)
Gupshup
![Page 45: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/45.jpg)
Tassan
![Page 46: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/46.jpg)
Maybe push the envelope even more…
Distinguish ourselves even more ??
![Page 47: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/47.jpg)
Hormone
![Page 48: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/48.jpg)
Tiger
![Page 49: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/49.jpg)
Josh
![Page 50: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/50.jpg)
Next
![Page 51: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/51.jpg)
Pulse
![Page 52: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/52.jpg)
Ice
![Page 53: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/53.jpg)
And even more cutting edge???
![Page 54: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/54.jpg)
Kiss
![Page 55: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/55.jpg)
Wink
![Page 56: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/56.jpg)
Zone
![Page 57: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/57.jpg)
Lips
![Page 58: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/58.jpg)
Hug
![Page 59: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/59.jpg)
4Play
![Page 60: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/60.jpg)
Adda
![Page 61: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/61.jpg)
69
![Page 62: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/62.jpg)
![Page 63: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/63.jpg)
The makings of a good name
![Page 64: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/64.jpg)
• A good name delivers an idea, concept or benefit.
– Can’t believe it’s not butter, No more tears, Safari
![Page 65: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/65.jpg)
• ‘Word names’ usually are superior to ‘name names’
– Orange v/s BPL or BSNL
– Budget v/s Avis
– Apple v/s Dell
– Sprint v/s MCI
‘Unless of course the name already has established positive values and heritage’
![Page 66: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/66.jpg)
• Names work harder when they have tangible sensory referents
“Memory for picture/ sound is superior to memory for words”
• Kim R. Robertson, professor at Trinity University – Texas, has extensively studied brand names as a marketing tool.
– Concrete names with tangible visual/ sound referents work better than abstract names• Examples: Dove, Mustang, Rabbit, Apple V/S Pledge, Tempo, Premier etc.
• Ferrari, Zoom…
![Page 67: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/67.jpg)
• A good name has the ability to uniquely distinguishes a company or service from its competition
– Vergin, Go, Spice
– Java
– Apple
– Axe
– Manhattan
– Yes Bank
– Pogo, Aaj Tak
– Mirchi
![Page 68: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/68.jpg)
• A good name is short crisp and concise…
– Chevrolet became Chevy
– FedEx
– Coke
– Jag
– Advil v/s Ibuprofin
Harvard psychologist, George Miller found that only seven pieces of information like, seven brands in
a category or seven digits in a phone number – could easily be held in short term memory, this may
be why consumers instinctively simplify names
![Page 69: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/69.jpg)
• A good name bundles associations and is rich in implications
– Example: Viagra• The older drug for in this category was called “VASOMAX”. The new wonder drug –
Viagra, combines ‘Vigor’ and ‘Niagara’ (Falls) and thus suggests vitality, strength and natural force
![Page 70: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/70.jpg)
An interesting trend
![Page 71: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/71.jpg)
• New entrants in categories tend to break the clutter with their names…
– HDFC, ICICI, HSBC, CitiBank, SBI…and then there is “Yes Bank”
– AI, IA, Jet Airways, Sahara… Go, Spice
– Star News, Zee News, BBC… Aaj Tak
– Credit cards… Manhattan
![Page 72: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/72.jpg)
“Relevance to consumer is critical”
![Page 73: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/73.jpg)
Re-visiting our consumer
• 18 – 25, male
![Page 74: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/74.jpg)
Our approach
• Source – Leveraging the ESSAR legacy
• Making it young
• Specific to Mobile services
![Page 75: Whats in a name](https://reader036.vdocument.in/reader036/viewer/2022081413/546f30a4af7959330b8b60bf/html5/thumbnails/75.jpg)
Random Names
• Appear to have no relation to the referents
– Yahoo!• Jery Yang and David Filo first named the protal ‘David and Jerry’s Guide’.
Realising that it was pretty ungainly, they searched further. They began looking for words beginning with ‘ya’ (the universal computing acronym for ‘yet another’) David Filo then stumbled upon Yahoo! And took it, also because his father use to cal him ‘little yahoo’ when he was a boy.
– Apple:• Steve Jobs, was visiting an orchard and concluded that the apple was the most
perfect fruit and he wanted his company to be perfect too. Apple capitalized on being different from other computer makers, as fresh and uncomplicated as a fruit
Orange