{"id":9065,"date":"2022-04-13T17:05:09","date_gmt":"2022-04-13T17:05:09","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=9065"},"modified":"2022-04-13T17:05:09","modified_gmt":"2022-04-13T17:05:09","slug":"whats-in-a-brand-name","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/whats-in-a-brand-name\/","title":{"rendered":"What\u2019s in a brand name?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9065\" class=\"elementor elementor-9065\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eeb186e elementor-widget elementor-widget-image\" data-id=\"eeb186e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"946\" height=\"123\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/91864009-4287-939e-065a-7d2da9b85a58.png\" class=\"attachment-full size-full wp-image-9068\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/91864009-4287-939e-065a-7d2da9b85a58.png 946w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/91864009-4287-939e-065a-7d2da9b85a58-300x39.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/91864009-4287-939e-065a-7d2da9b85a58-768x100.png 768w\" sizes=\"(max-width: 946px) 100vw, 946px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e72db1f elementor-widget elementor-widget-text-editor\" data-id=\"e72db1f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Grocery deliveries are getting faster and faster, in a bid to subsidise customer laziness. And as customers, we love it. Need 5 tomatoes? Or one packet of milk? Or only a single packet of Maggi? They are all merely an app away.<\/p>\n<p>Consumers are fast learning new purchase behaviours, and a whole host of q-commerce (quick commerce) brands are launching to cater to them. With India&#8217;s q-commerce segment set to touch $5bn by 2025 (according to RedSeer), this is an exciting space to be in.<\/p>\n<p>One such q-commerce brand, Grofers, recently signalled its complete commitment to the cause. They renamed themselves to Blinkit and temporarily stopped serving all geographies where they could not commit to delivering within 10 min of ordering. Commendable commitment. The name change interested us here at WinnerBrands.<\/p>\n<p>What are the key principles of brand naming 101?<\/p>\n<p>A brand name needs to build and own associations in a consumer&#8217;s mind. There are several ways to approach naming a brand. But there are no hard and fast rules with three clear exceptions (yes, we will tell you what they are, read on to find out).<\/p><p><b>Let&#8217;s talk about the various kinds of names first.<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d74a358 elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"d74a358\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image-box .elementor-image-box-content{width:100%}@media (min-width:768px){.elementor-widget-image-box.elementor-position-left .elementor-image-box-wrapper,.elementor-widget-image-box.elementor-position-right .elementor-image-box-wrapper{display:flex}.elementor-widget-image-box.elementor-position-right .elementor-image-box-wrapper{text-align:right;flex-direction:row-reverse}.elementor-widget-image-box.elementor-position-left .elementor-image-box-wrapper{text-align:left;flex-direction:row}.elementor-widget-image-box.elementor-position-top .elementor-image-box-img{margin:auto}.elementor-widget-image-box.elementor-vertical-align-top .elementor-image-box-wrapper{align-items:flex-start}.elementor-widget-image-box.elementor-vertical-align-middle .elementor-image-box-wrapper{align-items:center}.elementor-widget-image-box.elementor-vertical-align-bottom .elementor-image-box-wrapper{align-items:flex-end}}@media (max-width:767px){.elementor-widget-image-box .elementor-image-box-img{margin-left:auto!important;margin-right:auto!important;margin-bottom:15px}}.elementor-widget-image-box .elementor-image-box-img{display:inline-block}.elementor-widget-image-box .elementor-image-box-title a{color:inherit}.elementor-widget-image-box .elementor-image-box-wrapper{text-align:center}.elementor-widget-image-box .elementor-image-box-description{margin:0}<\/style><div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"228\" height=\"200\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-1.png\" class=\"attachment-medium size-medium wp-image-7522\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Descriptive<\/h6><p class=\"elementor-image-box-description\">These types of brand names cue the product or service offered by the brand in a no-nonsense, straightforward, descriptive manner. Think of ChaiPoint, Burger King.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a3a3f9c elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"a3a3f9c\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"101\" height=\"108\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-2.png\" class=\"attachment-medium size-medium wp-image-7523\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Creative\/Innovative<\/h6><p class=\"elementor-image-box-description\">Distinctive, unique and creative names that require some form of consumer education, but can be\nstrong differentiators once established - eg: Dunzo, Swiggy etc.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ef3d24 elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"5ef3d24\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"77\" height=\"79\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-3.png\" class=\"attachment-medium size-medium wp-image-7524\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Evocative<\/h6><p class=\"elementor-image-box-description\">Short and creative names that beautifully capture the brand essence - the emotions\nthe brand wants to cue in its consumers. Think of Dove (purity and care), Pampers (pampering), Tesla\n(visionary tech), etc.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-529d38d elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"529d38d\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"91\" height=\"82\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-4.png\" class=\"attachment-medium size-medium wp-image-7525\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Hybrid<\/h6><p class=\"elementor-image-box-description\">Combining 2 or more known words to create a new name that cues the category. Eg: Facebook, Netflix,\nInstagram, etc.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b0e46f elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"4b0e46f\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"255\" height=\"200\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-5.png\" class=\"attachment-medium size-medium wp-image-7526\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Lexical<\/h6><p class=\"elementor-image-box-description\">Names that rely on wordplay for their memorability. Restaurants and eateries are well known for these.\nEg: Dunkin' Donuts, Krispy Kreme, etc.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dee20e6 elementor-position-left elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"dee20e6\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"91\" height=\"82\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-4.png\" class=\"attachment-full size-full wp-image-7525\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Lexical<\/h6><p class=\"elementor-image-box-description\">Names that rely on wordplay for their memorability. Restaurants and eateries are well known for these.\nEg: Dunkin' Donuts, Krispy Kreme, etc.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf11324 elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"cf11324\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"73\" height=\"112\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-6.png\" class=\"attachment-medium size-medium wp-image-7527\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Founder names<\/h6><p class=\"elementor-image-box-description\">Some founders lend their names to their brands, although this trend is on the way\nout nowadays - Tata, Ford, Disney, Procter & Gamble etc. are examples of this.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd71b14 elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"cd71b14\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"93\" height=\"93\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/01\/icon-7.png\" class=\"attachment-medium size-medium wp-image-7528\" alt=\"\" \/><\/figure><div class=\"elementor-image-box-content\"><h6 class=\"elementor-image-box-title\">Acronyms<\/h6><p class=\"elementor-image-box-description\">Self-explanatory. These too, seem to be on the way out. Examples include IBM, NASA etc.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0cf359c elementor-widget elementor-widget-text-editor\" data-id=\"0cf359c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>And now, the exceptions. What are the non-negotiables when it comes to brand names?<br \/>The Three C\u2019s<\/b><\/p><p><b>Consumer Stickiness<\/b><\/p><p>The brand name should be memorable and catchy &#8211; It should have a nice ring to it.<br \/><b><\/b><\/p><p><b>Clarity test<\/b><\/p><p>The brand name should be easy to write and pronounce. To avoid failing the clarity test, remember this rule of thumb. Imagine you are on the phone with a friend. You tell him your brand name. If you then have to spend time spelling out the name multiple times to avoid confusion, you have failed the clarity test.<\/p><p><b>Cultural and Legal clearance<\/b><\/p><p>The name and the domain name should be legally available, without copyright violations and any controversy attached to it. In India, brands also need to be mindful that their name does not have any negative connotations in any of the major regional languages. The next time you hear a brand name, try to apply these principles to it.<\/p><p>Meanwhile, we would love to hear about a few of your favourite brand names. Let us know at <b>freeflowing@winnerbrands.in<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Grocery deliveries are getting faster and faster, in a bid to subsidise customer laziness. And as customers, we love it. Need 5 tomatoes? Or one packet of milk? Or only a single packet of Maggi? They are all merely an app away. Consumers are fast learning new purchase behaviours, and a whole host of q-commerce [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":9156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What\u2019s in a brand name? - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"A brand name needs to build and own associations in a consumer\u2019s mind. Check if your brand name passes our 3C test before you finalize it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/marketing-101\/whats-in-a-brand-name\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What\u2019s in a brand name? - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"A brand name needs to build and own associations in a consumer\u2019s mind. 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