How many brand names mean more than the marks themselves
If you have never been faced with trying to find one yourself, you probably never thought much about the brand names. When you stop to think, however, it becomes clear that the name of a product may be more important than the product itself.
A few years ago, a small airline service in Southeast Asia have learned the importance the image the hard way. The concept of the airline has been brilliant. They saw the need for a regional airliner, which was regularly made between touring centers in Vietnam, Cambodia and Thailand. They named their company after the first letters of the three owners family names: MTP. Although meant something important to them, it just meant "pre-menstrual tension" to the thousands of foreign visitors who have their market target. The company did not last very long.
It's a fairly drastic mistake, but businesses have been ruined or paralyzed by less drastic mistakes. Sometimes problems arise long after a brand has exceeded its initial phase of success or when the wrong Advertising sullies his name.
What does the name 'href = "http://buychainsaw.net"> Homelite chainsaw "you suggest? For the uninitiated, there must be a lightweight saw is used exclusively around the house. However, the company also makes heavy chain saws.
If you go to a store and ask for a chainsaw "huskies", the boss knows what you mean and he knows that you're probably after a its heavy duty Husqvarna . You probably do not even know that you can buy a saw light made by this company.
When America began requiring food low fat fast Kentucky Fried Chicken was forced to rebrand as KFC. Though the founders of the brand could not foresee the change, they had to meet the challenge or risk losing their customers.
These are just some examples of brand names and how they influence purchasing decisions. There are many other examples, because there are trademarks. Think of any name brand and then see what images or feelings spontaneously pop into your mind.
Now, make your own name mark. Take something neutral, like a quilt together. Now pretend you have created a designed only for men. What brand do you want? Would you call Paul Bunyan duvet and appeal to outdoorsmen or if you call that Quilt Penthouse? Of Anyway, you draw only a portion of your target market.
Market research companies are making billions of dollars annually trying to find exactly what people use most and what brand name, slogan or even product design to maximize sales. It's a hit or miss the match. Who would have guessed that something like "Google" would never be a winner as a trademark?
“Day 52: Insight into the Khmer Rouge” Saundh’s photos around Phnom Penh, Cambodia (travel pics)
