What is in a Name!

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Status: Finished  |  Genre: Non-Fiction  |  House: Booksie Classic

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What's in a name? That which we call a rose by any other name would smell as sweet.”

William Shakespeare, Romeo and Juliet


I concur, but that specifically applies to people. When it comes to naming a business or brand, it greatly matters what the name is. Naming your business or product is virtually the most important decision that you make.

There are some key aspects which people, especially the business owners and corporate executives should keep in mind;

  1. Your name is your personal property. However, when you become a public figure, your name no longer remains your property as you share it with your fans and the world at large.
  2. The only change you should make to your name is adjusting the spellings, but the name as such must remain unchanged. The liberty to alter it ends after you become a celebrity, or your brand clicks in the market and becomes a preferred choice of consumers.
  3. A brand name in all reality is owned by consumers who buy your product. It is true that the business which owns the brand is legal owner of the registered trademark and its logo, but it must always be remembered that the brand is actually owned by consumers, or buyers who patronize it. There are instances where companies changed the name of their product and its revenue instantly dropped. The reason is plain; your brand name is owned by your consumers, and you just cannot change it without their explicit permission. Looks weird, but it is a stark reality. There can be exceptions though but extreme caution is advised.
  4. A brand name must never offend anyone in any possible way whatsoever. If that is the case, then the name change should be considered as an option.
  5. ‘Shorter the name, better it is’, is a myth.
  6. The brand name to have a poetic flow, so when you hear or see it, it feels good. The name of your brand should stimulate consumers feelings, depending on what it is. The brand name of a Tea for example should arouse the urge to drink a cup of tea. That of course is also possible when people already know about it and it enjoys good brand equity.
  7. Your brand name denotes the product or service you offer, so the product must retain its beauty, and efficacy, which when translated into specifications, means its formulation if it is tangible, or complete service delivery, if it is intangible.
  8. In exceptional cases, changing the name of a brand can yield tremendous benefits, but that is the case if name was the causal factor for poor performance of the brand, or if it is new and has not yet been established in the marketplace. That decision  however requires thorough analysis.
  9. The name should not be focused on a particular group of people, unless that is the business strategy.
  10. The name of the company may convey what it does, but a brand name need not necessarily depict the properties of the product offered. Gorillas do not use glue!
  11. Invest most of your time and energy in naming your business and brands, as they are meant to continue their journey indefinitely. They need the best possible gear in order to sustain a long, rough, hostile and at times a tumultuous journey.



Submitted: April 05, 2017

© Copyright 2022 Razi Akber. All rights reserved.

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