QUESTION TO ANALYZE
From the activities that we do, what
do we need to do in order to have a
good brand name?
BRANDING
According
to
American
Marketing
Association, “Brand is a name term, sign,
symbol, or design, or a combination of them
which is intended to identify the goods or
services of one seller or a group of sellers
and to differentiate them from those of
competitors.”
https://www.bibliography.com/apa/apareference-page-examples-and-format-guide/
https://www.easybib.com/guides/citationguides/apa-format/how-to-format-an-apareference-page/
https://www.scribbr.co.uk/referencing/apastyle/
https://www.slideshare.net/CxarinaRamirez1/a
paamericanpsychologicalassociationpptx
https://www.studocu.com/enus/document/university-of-the-people/onlineeducation-strategies/apa-activity-7thedition/11267333
https://libguides.wpi.edu/c.php?g=355243&p=
Brands are made up of following elements
1. Logo – is the visual trademark that identifies the brand. Many
products are recognized by their logo.
2. Name – name is the other element of the company. Every
business must have a name and two companies cannot have the
same name. It is an important element as the name is unique
and distinctive to every company.
3. Tagline or Catchphrase – all marketers try to keep a tagline that
becomes a symbol of recognition for the product. The more
catchy the tagline, more popular it becomes with the consumers.
It is more significant when the consumers are children or
teenagers.
4. Graphics – these are the special visuals used by the company which
can be seen and identified from afar.
5. Shapes – The distinctive shapes are trademarked elements of a
particular brand.
6. Colors – in visual signs, colors play a very big role. Sometimes a
color becomes the symbol of recognition. Therefore the companies try
to choose a bright color to become easily noticeable by the consumer.
7. Sounds – A unique tune or set of notes can denote a brand.
8. Tastes – in hospitality industry, taste is of utmost importance,
particularly when it cannot be duplicated.
9. Movements – the companies, such as in automobiles business must
focus on special movement features which the competitor does not
have.
10. Customer relationship management – every business tries to not
only woo customers but also tries to retain them by using various CRM
tec Ghniques.
6 Different types of brand names:
1.
2.
3.
4.
5.
6.
Founder Names
Descriptive Names
Fabricated Names
Metaphor Names
Acronym Names
Real Word Name
1.
2.
Names After Founder
Using the names of real people, especially a founder’s
/owner’s name.
2. Descriptive



Descriptive names work by telling you
exactly what the company does.
These names convey the nature of
the business.
Descriptive name can be much harder
to own and protect.
2. Descriptive
Seven Eleven name was
inspired by the store hours
of operation from 7AM to
11PM
Volkswagen name means
People’s Car in German
2. Descriptive
Coca-Cola name is inspired
by two main ingredients:
Coca leaf and Cola nut.
Samsung name translates to
“three stars” in Korean
3. Fabricated Names
 Invented names by changing, adding or
removing letters or combining two or
more words for impact.
 Made-up names are distinctive and might
be easier to copyright.
3. Fabricated Names
Skype name was
generated from tech
term Sky-Peer-toPeer.
Zara name comes
from the founder’s
name Zorba.
3. Fabricated Names
Hotmail name
origins from HTML
Intel name is a mix of
first syllables of
Integrated Electronics.
4. Metaphor Names
They work by reflecting
imagery and meaning back
to the brand.
Metaphor
names
are
interesting to visualize and
often can tell a good story.


4. Metaphor Names
Nike name is taken from
Greek greek mythology –
Nike is a greek goddess of
victory
Amazon is named after
the largest river in the
World.
5. Acronym Names


Acronyms are just short-hand
version of descriptive name.
Some acronyms are more
strategic.
These names are difficult to
remember and difficult to
copyright.
6. Real word Names
Sony name comes
from the Latin
“sonnus” for sound.
6. Real word Names
Sharp name is takes
from it’s first product –
ever sharp mechanical
pencil.
Group Activity
Yes it fits!
Match the different company names
in column A to the types of brand
naming used by each in coming up
its name in column B. ( Group
Presentation follows
Valuing
 When can we say that a product
has a good brand name?
 Why is there a need for us to
understand the ways and steps in
naming the brand of our product?
Assessment
Do the following: In a ½ sheet of paper
Develop a brand name of the following local product:
1. TAMALOS
2. BULAD/DRIED FISH
3. BIKO
RUBRIC
Organization of thoughts
-----------Creativity
-----------Language
------------- 5
TOTAL
------------15
5 pts.
5 pts.
pts.
pts.
Assignment
1. What
are Components of
Comprehensive Brand Strategy
a