Selecting brand name and logo


Selecting a brand name and logo is the first task in brand management.

Selecting Brand Name:

Let us take brand name first. A good brand name will be distinctive; it will be easy to pronounce, recognize and remember; it may denote something about the nature/function of the product; it will also be appealing.

Different Approaches:

There are different approaches in selecting brand names.

Names Communicating the Functions / Attributes of the
Product >>>

Most companies select brand names, which communicate the functions/ some key attributes of the product. In the above cited examples. Good Knight, the mosquito repellant, offers a good night’s sleep; Boost is the energy booster drink; Aqua guard gives protected water and Fair & Lovely promises fair and lovely skin.

When Wipro Systems offered a software program on astrology, the name chosen was: Jyothishi.
TVS named its tire: Srichakra
Shinex was the name chosen for an instant polish.
Paint for wooden furniture was named Touchwood.
The first portable stereo player was names Walkman.

Names, which communicate the specialty of the Product >>>

Some others try to communicate the specialty of the product through the chosen name. GM’s Opel, Ford’s Ikon, Mitsubishi’s Lancer, Suzuki’s Zen are names intended to communicate the specialty of the respective brands. Shampoos with names Halo, Sunsilk, and Velvette, are also trying to communicate certain special product effects / claims. The name Taj given to the hotel chain of Indian Hotels is an attempt to recapture and reflect the Moghul splendor.

Use of Acronyms >>>

Sometimes brand names are acronyms. Amul originated from Anand Milk Union Ltd. MRF originated from Madras Rubber Factory. FIAT too has similar origin.

Use of the Company Name >>>

The temptation to use the company name as a brand name is also strong. Some of the most famous brand names belong to this category: Bata, Cadbury’s, Samsung, Philips, and Sony are good examples.

Whatever is the approach in selecting a brand name, there is always a search for some meaning/ association. It is natural because the name is the first tool for the owner of the brand to communicate his brand’s properties/ uniqueness. The name is important because it really does some selling.

Selecting the Logo

Along with the brand name, companies also use a logo for visual identification. Logo enhances recognition by the provision of a symbol of identity. A logo is a pictorial symbol intended to communicate with the consumers. It is an accompaniment to the brand name and the two together identify a company’s product. Fags, mascots, pictures, graphic designs or plain alphabets are all used as logos. The logo is a piece of creativity. Marketers have understood that a logo /mascot, with a well-defined personality, can greatly increase ability to remember the product, aid recall and help sales. The mascot’s special traits tend to have a rub off on the brand and help sales. And over time, the symbol and the brand become inseparable

The logo can be made of anything words, alphabets, pictures, graphics or even a splash of colors.