Brand names as objects of design
What is a namedesigner doing?
Branding or the creation of a recognizable identity applies also to individual people. Thus let me briefly sketch what my own personal brand stands for:
Based in Austria I have been involved in research on technical concepts and terms for more than twenty years. As a matter of fact many methods pertaining to international terminology work were developed in Austria. This scientific tradition acts as an asset when choosing a brand name for use in a range of countries with different languages, cultures, traditions and customs. In these cases more careful consideration than in the creation of a national trade mark is required. When choosing a new name, there is an obvious advantage in calling upon a specialized professional.
We do what we must, and call it by the best names.
(Ralph Waldo Emerson)
In my case there is a combination of the following backgrounds:
As a namedesigner I am determined to help choose a name which both creates an impact and is recognizable.
As a terminology expert I can judge if the designation chosen is effective as a means of communication and promotion in the mass media and as a means of individualizing the company's goods and services, including any future developments.
As a trademark agent I will ensure that the legal prerequisits for registration of the word are fulfilled.
There are a number of methods as to how experts go about the business of brand-naming. Certain „fashions“ as well as established usages and traditions of the respective subject field have to be taken into account. Naming requires more than just creativity, it includes research on the strategic role of the name. When selecting a final name, I only do it on the basis of underlying strategic naming objectives.
Label your brand effectively
A trademark can offer your business a number of benefits. Developing and protecting a brand name can help you to:
differentiate your product from those of your competitors which will facilitate ist marketing
introduce new products or services more effectively because the curiosity of your customers is triggered by your brand name
attract a higher price because your brand is perceived to represent particular values that are important to the clientel
give legal protection against copies and counterfeits
build a specific image of your business that can be used for advertising.
„A Good Name is better than Riches“
(Miguel de Cervantes in „Don Quixote“)
Companies and products need names or symbols by which customers can identify them quickly and easily.
Companies often make big mistakes when they use the wrong name for their business category. Financial services companies want to sound reliable and trustworthy, not edgy and wild. On the other hand, wild sounding names would be okay for a business that manufactures athletic apparel. In creating a name, businesses must cater to the specific needs, styles and preferences of their targeted business audience. The special challenge is to find an available name that is both distinctive and descriptive.
Winning the Name Game
When it comes to generating names, there are always those who are likely to make a quick decision, concocting something on their own and worrying about the consequences later. But business executives, especially those acting internationally, should be aware of how far-reaching the naming decision can be.
When launching a global brand, many companies fail or drastically underestimate the effort required to make sure their brand is globally embraced or relevant to target markets throughout the world. Brands are rooted in culture. Effective brand names consider cultural differences. The arbitrary nature of a machine based wizard cannot replace the creativity of the expert.
The name creation will take into account the status and aim of the company, its products, its place in the industry, and its vision as described in the company information. In principle it will be based on:
„In real life, unlike in Shakespeare, the sweetness of the rose depends upon the name it bears“(Hubert H. Humphrey)
About the Author
Date of birth: 16 May 1952
Place of birth: Gmunden, Austria
1971 - 1977 Universität Salzburg - Lanquage studies
1979 - 1980 Liverpool Polytechnic:Library and Information Studies
Since 1980 Research in terminology
2002: Registered Trade Mark Agent of CIPO; Trade Name Designer
Author of numerous scientific articles in the fields of terminology, education, international cooperation, information business, and knowledge management.