Download Brands: The New Wealth Creators by Susannah Hart, John Murphy PDF

By Susannah Hart, John Murphy

Branding is presently the most interesting topics round; enterprise humans far and wide are waking as much as the truth that manufacturers are an incredible resource of worth. however it is barely via figuring out the genuine price that manufacturers deliver to shoppers that model vendors and brands can actually learn how to take advantage of that price. manufacturers now not function simply within the conventional packaged items markets; the concepts of excellent branding are only as very important within the business-to-business and utilities sectors, and are more and more being utilized even in non-commercial parts, from charities to soccer golf equipment. This finished and authoritative publication seems at branding from a variety of views: from the production of a brand new model, during the improvement of brand name names and packaging designs, to advertisements overseas manufacturers. It explores the recent themes of name valuation and model licensing, in addition to learning the more and more vital position of the company model. This booklet is a needs to for someone with an curiosity in brands.

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Selecting the Name Stage one, therefore, in developing a new brand name is to decide what job you want the new name to perform, now and in the future. Stage two is to isolate those naming themes that are relevant to the consumer and appropriate in branding and positioning terms. Stage three is to use focus groups, name development specialists, computers and an existing name library to create 40 Developing New Brand Names names. Since one focus group alone can develop five hundred or more potential names, and a short computer run can produce many thousands more, how does one cope with the super productivity of the creation process?

It is however always best to test potential brand names in the context of a full brand mix research programme. Testing names is notoriously difficult, as consumers tend to respond favourably to the familiar and the descriptive, leaving no room for the adventurous and the ground-breaking. Traditional name research could well have meant that names like Hob-Nobs or Virgin would never have seen the light of day. Techniques for researching names are discussed more fully in Chapter 6 by Katriona Campbell.

This last name (historically the first) later became generic in America as Gramophone did in Britain. One company setting up to manufacture the instrument in the United States devised a further name based on it, Gramophone, for its own models. Meanwhile, in Britain the Gramophone Company was established. Yet another version of the instrument emerged in America as the Victrola (originally the Victor). This profusion of related names and instruments led to Gramophone or Phonograph (or a similar spelling to suit national languages) being adopted as the generic name for the machine in many countries.

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