RESEARCHING BRAND NAMES

Abstract

The name is at the core of a brand's personality, symbolising the sum of the attributes that make up the brand and quickly become synonymous with the satisfactions that the brand delivers. In view of this, it seems ironic that the name is frequently the one element of the brand which, prior to launch, attracts the least expenditure and often the most superficial research. Whether this is due to ignorance or indifference is not known. Very little good brand name research is done, not for lack of technique, more for lack of a true appreciation of the role that the brand name plays. The function of the brand name and how to conduct brand name research are described.