How Brand Names Mean More Than The Brands Themselves
You’ve probably not thought about it much unless you have tried to reckon of one yourself, but a brand name can be more vital than the brand itself. If a brand name does not start the right image in the mind, it could spell disaster for the brand.
Some years ago, a small airline service in southeast Asia learned about the importance of branding the hard way. The concept of the airline was brilliant. They saw a need for a regional airliner that travelled regularly between generous tourist centers in Vietnam, Cambodia and Thailand. They named their company after the first letters of the three owners last names: PMT. While that meant something vital to them, it just meant ‘pre-menstrual tension’ to the thousands of unknown visitors who were their target market. The company didn’t last very long.
Most companies don’t make such drastic mistakes, but they do happen and with devastating consequences. Sometimes a company establishes its reputation with a product designed for one market, but it becomes a detriment when they try to branch out into another market or if the brand name gets sullied.
The Homelite chainsaw is a fantastic chainsaw, but the name suggests a light duty chainsaw made for use around the house. Hence, many people don’t even know that they also make heavy duty chainsaws.
If you go into a chainsaw store and question for a ‘huskie, ‘ the boss knows what you’re discussion about and he knows you’re probably after one of his heavy duty Husqvarna chainsaws. You probably don’t even know that you can buy a light duty saw made by this company.
Kentucky Fried Chicken has gone to fantastic expense to re-brand itself as KFC, because the word ‘fried’ alienates a now health conscious nation. This is another example of how branding works or doesn’t work.
These are just a few examples of brand names and how they influence buyer’s decisions. There are as many other examples as there are brands. Reckon of any brand name and then see what images or feelings pop spontaneously into your mind.
Now, just for fun, make up a brand name of your own. Pretend you have a unique quilt set that you want to market to men. What would you call it? Would you call it the ‘Woodsman’s Quilt’ or the ‘Playboy Quilt?’ In either case, you would be attracting one type of customer and repelling another.
Billions of dollars are spent each year on market research. Companies want to know in advance how customers will react to their latest slogans, their new brand names and even the designs of their products. Even so, they don’t always get it right. Who would have predicted that ‘Google’ would ever work as a brand name?
