A brand name is a unique form of identification that gives credit to the creator of a xxx particular work or service and sets it apart from those created by others.
Two of the main purposes of brand names are:
Identification: To differentiate a particular product or service from similar brands.
Verification: To authenticate that a product or service is genuine.
Below are factors which affect the recall and recognition of brand names
1.Brand names should be simple so that they are easy to understand, pronounce and spell. Two words in the name should be considered the maximum.
2.Brand names should be vivid in imagery so that the mnemonics present strong memory cues. For example, it is said that names beginning with the letter K are easier to remember.e.g Kodak
3.Brand names should be familiar sounding so that much of the information to which the name relates is already stored in the mind.
4.Brand names should be distinctive so that the word attracts attention and does not become confused with other brands.
Types of brand Names
Brand names can be classified into one of the following broad categories.
The names of their founders . Here emphasis is placed on the ( historical figures) in the firm and this can be of considerable marketing value if they were/are eminent in their field. Advertising agents, solicitors and consultants very often choose this route. There are few obvious drawbacks to this basis for the brand unless the founding fathers have unpleasant or unpronounceable names. Also the purpose of the name can be lost if one of the partners moves on or dies. In businesses based heavily on personal service, there may be as well a practical problem that customers expect to be serviced by the brand name e.g “kilonzo” himself but in some respects this can be developed as a positive brand value – personal service.
Examples of companies with names of founders are Johnson & Johnson, Ernest and young,Singers sewing machine , John Deere tractors, Davis & Shirtliff, Bill Hewlett and Dave Packard founded Hewlett-Packard (HP).
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Descriptive names* . Names which say what companies do have the benefit of carrying a sales message with them, at least in communicating purpose of the product for example Kleenex- a washing powder, Bins- a waste disposal company. A variant is to incorporate a product description with a proper name e.g. Crown Paints, Ken salt. If the name has been around for long you can use the initials for KCB-Kenya Commercial Bank, IBM (International Business Machines Corporation)
Geographical locations . Unless it is expected that the brand will be limited to a business serving the area, it is hard to think of much in favor of this approach. In consumer markets the place may suggest certain values of the brand e.g Kericho tea, Mumias sugar.
Witty plays on words . Puns may be the choice of nearly every hairdresser and optician and they can be fun and memorable. But they are also in danger of trivializing the serious purpose of the business.
How to create witty brand names
Use alliteration: for example by repeating the same sound at the beginning of multiple words. For example, minute maid.
Rhyming words are easy to remember and read. Terrific Tuesdays, TikTok.
Turn your name into a pun that’s relevant to your business.
Use acronyms: Create a name using an acronym that’s relevant to your business.
Brand value names. In this case the brand name is chosen to communicate some positive values. Eveready, Virgin (cheeky, irreverent and prepared have a crack at something new). The link might be very obscure and apparent to initiates only, but if the name is felt to be attractive, there is probably no downside and it at least gives a basis for future advertising copy.
Made up names . Names can be specially constructed so that they carry connotations of the business and provide a distinguishing feature. Alternatively it may be felt that the name, although abstract, is likely to be memorable. However, there is a danger that a fabricated name will only have a meaning to some. Peculiar constructions can be hard to pronounce, difficult to recall or their blandness can leave them devoid of personality. E.g Kodak, Koko.
Initials. Sets of initials can provide acceptable neutrality to a company wanting to operate across a number of borders and cultures but they can also be dull or difficult to remember. As previously mentioned, initials are often adopted defensively such as when the full name becomes no longer appropriate (e.g HP- Hewlett & Packard
Emotive names : built around the emotions that a customer feels when they use the service or product. Does your product give them freedom, more time, more money, a sense of well-being, or peace? People often seek an emotional outcome for themselves. These names often use real words, so that people can relate instantly to them.
Examples: Fun times, Kinder joy.
Adding a number or using numbers: makes names much more unique and can actually sound really effective in some sectors. Common numbers include 24 or 247 (hours and days a week), 360 (all-round vision), and 365 suggesting open all-year. They are also popular in the technology or automotive industries to signify progression – iPhone 8, Mazda MS Office 365,Nokia 7.2.
Compound names : Bring together two or more words to make a new one and there’s a greater chance that it will be unique to you. The challenge is making one that still sounds good.Example.Fed-Ex (formerly Federal Express).PayPal simply makes one new word from two. Instagram is a combination of ‘instant camera’ and ‘telegram’.
Metaphor names : Metaphors are brilliant for tapping into the imagery side of creating a memorable business brand name. They express an idea by conjuring the image of another. They can relate to absolutely anything, as long as it’s something that your target audience can identify with – stories, characteristics, qualities, cultural icons, or other emotive forces.
The best thing about metaphor names is that they create intrigue. Playing on curiosity and making people want to find out what a company does, there is instant respect when they realize that the name fits the offering of the company
Examples: Jaguar (speed, agility), Nike (the Greek goddess of victory), Amazon (the largest river in the world), and Gorilla Glue (strong, tough),Solar king.
Brand names and politics
It is often the first thing voters hear or see. Therefore, it should be memorable and easy to spell and say. It can be a combination of words, letters, or even numbers, chosen for memorability and uniqueness. A great brand name can help establish brand recognition and evoke emotions.
For example in Kenya, the name Kenyatta is synonymous with the founding father of the nation Kenya and by extension the president of a country. while 001 was synonymous with former mombasa Governor Hassan Joho. Some politicians like Sonko whose original name is Gideon Mbuvi incorporated their nicknames on their identification cards to avoid loosing their supporters during the voting period.
Just like commercial products manufacturers can use skills, experience and business success to leverage one successful product into many others. A family can mold one of its own to be a political brand name that can later on be used for brand extension. Donald J. Trump is the only brand name that was extended from a commercial brand to a political brand in the United States.
In politics a single word or name can carry years or decades of history the same goes for commercial products. For example Bush and Clinton are some of the most famous political brand names in history. In Kenya, Kenyatta’s and Moi’s managed to do brand extensions courtesy of their names. We have seen them vying and winning political seats because of their names.
An example of a commercial product in Kenya that has successfully done brand extension on its name is Blue band,it has been in existence for decades. From Blue band margarine( original),we now have Blue band canola oil, Blue band peanut butter, band for spreading only etc. A brand name can help people know what to buy, who to trust, who to hire, and even guides voters on Election Day.
Value of a brand name can disintegrate when there is along lapse between its use this applies both in politics and commercial products. For example tree top a popular juice in the in the 1980’s was reintroduced into the market in 2017,but then it was placed under receivership in 2024. in politics the next generation politician can still reap benefits even if there has been a gap of years since the last family member was in office. Sometimes, old brands will be revived after a decade or more because of the emotional ties that consumers feel for the name.
Of recent ,Celebrity endorsement of politicians has taken center stage. Famous celebrity endorsement of a Popular political names can have substantial effect on the electorates, but naturally, the celebrity endorsement will also no doubt alienate some portion of the politician’s supporters who dislike the celebrity or some portions of the celebrity’s own supporters
