Cibao Productive

2DA. PART OF CAPSULES HOW TO NAME PRODUCTS AND BUSINESSES.

 2DA. PARTE DE CÁPSULAS  CÓMO PONER NOMBRES A LOS PRODUCTOS Y NEGOCIOS.

In this second installment we will see some techniques on how to name products or companies, which may be useful. It is important to always keep in mind the strategies indicated in the first capsule to achieve the creation of successful names: that of Product Direction, that of Scope and of Meaning. The first thing we must point out is that, in this matter of commercial baptisms, no matter how much one wants to theorize, no matter how much rules are applied, no matter how much technology this field becomes, it is full of exceptions.

Dozens and dozens of brands have ugly, bad and even horrible names that have triumphed in the market against all odds. This occurs like purslane, like a plague. who would put Husqvarna to something? However, this is the name of a famous Swedish factory initially of motorcycles and agricultural equipment that enjoy great prestige throughout the world and that were manufactured in a military barracks with the same name as Husqvarna.

who would put Carrefour to something? And yet it is the name of a very successful French supermarket chain on an international level.

KEY FACTORS SUPPORTING THE NAMES

In this sense, there are three general factors that support good, average, bad and even very bad names. First it is the acceptance of the quality and benefits of the product. If the products very much meet the expectations of the customers, they can bear strange or exotic names, it happens like boyfriends very much in love.

The second is whether the product is supply or demand.  For example, gasoline is a high-demand good, it is totally necessary for transportation, industry, agriculture and a thousand other uses and it is scarce to a certain extent or is controlled by its producers, that is why it is expensive and the planet's economies depend on it. in much of its prices, so you can call this product Lame Bunny or Pink Bow and it will sell the same as if you gave it the bombastic names Karburant or Premium Oil.

The third factor is the endorsement of the product, the company, if it is large, powerful, recognized can also "abuse" its name. It is the case of MAPFRE, which responds to the names of the owners of the international insurer, looks difficult to pronounce, not very loud or catchy, in our specific case we would never have created it.

Product names can be inspired by a thousand things: in regions (such as Scania trucks), in names of people (Salami Don Pedro) or the eggs Don Papito or Chanel (the perfume created by the French Coco Chanel)... in the nature Rio Claro, Monte Verde, in the surnames as Corripio Distributor, Lendoiro Stationery, in animals Okapi shirts, Buffalo for shoe polish products, in the space Star, Sun, Galaxy.

Also in fruit such as Orange, Banana, Lemon or Apple. Others are based on words of a lot of daily use and so you don't have to make an effort to learn them and the public uses them frequently: Sure, Hello, Say, OK and many other sayings that serve to inspire.

ESSENTIAL RULES TO DEFINE A BRAND NAME

There are rules and classifications for names, which are too many to deal with in this article, but we will point out some of the most significant:

TO- keep names short (preferably one word like Zara, Nike), although many brands need to be made up of two words, like Coca Cola. If it's posible, three, four or even six letters.

B- The names should be as loud as possible (Samsung, Coca-Cola, Dakar, Goya). The abundance of well-matched strong or weak vowels contributes to such sonority. 

C- Another very basic rule is that can be easily read and pronounced (visa card).

E- Likewise, that can be remembered with just a few repetitions, because advertising (traditional or virtual) is expensive. 

F- It is also expected from the names that are impressive, to be recorded in memory.. This is also one of the most important rules, but not an easy one to achieve. Those of exotic or very exclusive perfumes, try to resort to them like the old Varon Dandy or the most current Ninna Ricci, Chanel No. 5, Perry Ellys, Dolce & Gabbana, always accompanied by the sophisticated styles of their creators or advertising campaigns elaborated with great luxury.

In some cases -always delicate and risking it heads or tails-  resorts to the challenge of the conventional, like the “19 Crimes” wines, with a terrifying label with images and names of murderers and an advertising campaign very much in line with that macabre theme that states “It is a crime not to taste them”. These products have been successful and the challenge has been successful among an audience that seeks the exotic and exciting. In our country, Casillero del Diablo wine has been marketed for a long time and apparently this feared man has appeared to no one.

there are also that break the trend of the product segment. In the case of telephone companies, many of them exhibit the almost obligatory syllable of “tel” (Codetel, Intel, Telcel) but there are others that break with that line: Orange, Hola in Argentina and Claro in several countries, including ours. Nothing to do with the technological concept or telephony.

names as well as possible Can you say something about what the product is? and thus make it easier for potential buyers to understand, LUX for a soap, Dental Floss or Palmolive, which in its beginnings was a soap made with palm and olive oils.

We must point out that in our country and surely in the others, so-called generic brands are also prohibited, for example, the Soap, Newspaper or Butter brand is not allowed.

OUR EXPERIENCES OF CREATED BRANDS

When we have had to create names for our products and clients, whenever possible, we have preferred those that refer directly to the use and nature of the product, simple and clear and thus save having to invest resources and efforts to explain them. A research company that also published a magazine with market data we put MercaData, says it all: Market Data, easy to pronounce, recognize and remember. 

Another was an excellent annual publication that compiled the main campaigns and the agencies that carried them out in the country. What could be the name of the brand? Well Campaigns and Agencies, that simple and descriptive and if we needed it also in English Campains & Agencies, totally similar. Another name is that of this virtual promotion platform on the Cibao that you are reading: Cibao Productive Do I have to explain what it is?

Some names pulled from the sleeve in just a few seconds could be these: For a goat cheese that can be made, an entrepreneur from Cibao could well put Cabri-Kesso, (half local, half foreign) or The goat or lakabra with a K “harder”. For a meat processor, Carnia, Carnika or Karnika, Carnosa, Procarne… or many more and better ones, if we analyze it more carefully. 

Forever, the names must be unique and something highly desired, which is to create inspiration. 

Here in our country there are very curious cases that half jokingly and half seriously we call them the Brommarks. For example, in Bonao there are or were some workshops called "El Pesao", also in Villa Altagracia, "Talleres La Quiebra", in the capital a Bank with the name "La Morosa", just the opposite of what those centers of lotteries and bets and in Pedernales a fish market with the name of "El Rinoceronte". We suppose that in Africa there must be some rhinoceros reserve called “El Peje”, to compensate.

Later we will talk about the meaning of many well-known brands, surely it will be of interest and amenity to readers. Until next time!

Cibao Networks Productive

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