Choosing a Brand Name For Your Business (1)

(managementfile - Sales & Marketing) - initial phase in building the branding for your business is to choose a name brand. This stage is tricky. You may already have a picture of the desired name. However, you must also want to install the appropriate brand name and can attract market share according to what you want.

In choosing a name brand, type of approach taken, as quoted in the book `` Branding for Dummies, an outline is as follows:
• owner's name, the use of the name of the owner to name the business.
In order to run their own business (sole proprietorship), using his own name to name the business is the easiest approach.

If the name of the owner of this unique could be a distinct advantage. If business goes well, then the name of this brand can be its own power for the long-term owners. Meanwhile, the weakness of the use of brand names like this is if there is no marketing or a significant buzz, it will not produce a broad awareness in the community.

Examples are Hazara Fried Chicken restaurants, Duck Pak Slamet, Ayam Bakar Mas Mono, and so on. If the owner's name is well known, so if open branches in other places, so having a strong brand, the consumer must also be more confident.

• abbreviation names, namely the use of abbreviations or acronyms are easy to remember and pronounce.

The advantage of using this brand name is easy to remember and pronounce. With records, you must be good at choosing abbreviations or acronyms are not unique and difficult. Weaknesses, you also have to do marketing and generate significant buzz, so this name was known and remembered by potential customers.

One thing to keep in mind in determining the abbreviation or acronym, that is, must have a specific meaning. If not, it will be meaningless and not helpful at all. Instead of giving characteristic or brand promise, instead of just a short stop at the consumer's mind, and then forgotten.

Examples of brands that use this approach with the well is IBM, AOL, and CNBC.

• geographically anchored names
Brand also often use a name that is equipped with a specific geographical indication. The name is appropriate in such circumstances: 1) the primary target market is people in a particular geographical, 2) brand intended to highlight the products and services with the characteristics of a particular area; and / or 3) be able to make major investments in marketing

An example is the Bank Jabar, batagor Bandung, California Fried Chicken, and Holland Bakery.

• descriptive names
This brand name itself describes the types of businesses they work at, but it's also its own brand promise. The advantage of this name is a direct consumer business to know nature as hearing or seeing his brand name. However, his weakness is if the name is too ordinary or less unique, it will be easily forgotten by consumers. In addition, these brand names also be limiting, in the future if businesses want to expand beyond the current business.

Examples of descriptive brand names are unique and powerful of them is Burger King, Burger Blenger, Aqua, Pizza Hut, Coffee Bean and others.

• interest borrowed names
This brand chose the name from the words could be totally unrelated to the business nature or brand promise. Shortcomings, it is the name might not reflect the business they work at. However, with effective marketing activities, the name used and can help to convey a brand promise or a certain value. Such as Facebook, Starbucks, or Star World.

• Fabricated-word names
Combination of words, acronyms, or the alphabet that form a word that previously did not have the means to be a brand name. Such as Google, Plurk, Squidoo, Twitter, Gizmodo, Yahoo to Lindt. If created properly, it can be a unique name that is easy to remember and become a strong brand. This could be a characteristic of its own, and make it easier to get a domain name.

Step 2.....