CHOOSING BRAND NAME Brand name is one of the brand elements which helps the customers to identify and

differentiate one product from another.

Whats in a name?
With any name - person, corporation, brand - you have an immediate, and sometimes subconscious, impression based solely on the name. Take for instance, the girls' names Nhn Tm and Kiu Dim. Right away I'm pretty sure you have an idea in your mind about what each girl would look like and something about their personality. The girl named Nhn Tm may be a kind, gentle and good-natured girl. The girl named Kiu Dim can be the one who has a admirable beauty. The impression may be based on previous interactions with someone of that name or on something you associate with that name. It works the same with brand and product names. Therefore, the name you chose for your brand or products is extremely important. Whatever you pick will leave an impression in the viewer's mind, even before learning about what you sell.

How to choose a brand name?

When it comes to choosing a name for your business; here are the 3 essential principles you need to obey. 1. Functionality 2. Memorability 3. Simplicity Lets look at each one of these principles more closely Functionality This describes the nature of your business by its name. When you name your business based on the intended function it will carry out, you are naming your business base on functionality. Functionality works very well for branding, as the name already speaks for itself. You dont need too much talking to explain what your business is about. The name does it for you.

Examples of functional brand names are: Facebook, Microsoft, Burger King, Hot mail, Cable News Network (CNN), Let look at Burger King. Pretend that customers havent know about this business before, but when they hear the word burger, immediately they think of a business which sells burger and the word king somehow expresses that this business serves burger with high quality. The major advantage of choosing a functional brand name for your business, product or service is its self-descriptive nature. This approach to choosing a brand name saves you time trying to explain your business, product or service Memorability The central objective of this second approach to choosing a brand name for your business, product or service is stickiness. You want your brand name to stick in peoples mind. You want to be remembered. This is a deliberate and creative combination of words.You want a brand name that will attract attention, stir up the curiosity and interest of your target market. Example: Google, Yahoo!, Coca-Cola, Pepsi, Sony, Let see Google. You can remember it easily although it is meaningless and you dont see any connection between the name and the business. Nowadays, the fact that when saying the word Google, everyone knows it is the most popular searching tool in the Internet with millions of user all over the world. The major advantage of choosing a memorable brand name is its uniqueness. Nothing differentiates a business, product or service better than a brand name thats uniquely yours. When no other company has used your business name before, it helps to really enhance your brand identity. You distinctively stand out from the crowd in your industry. Simplicity The third approach to choosing a brand name for your business, product or service is simplicity. After all is said and done, you dont want to have a brand name thats difficult to pronounce and spell. You really dont want people biting off their tongues in an attempt to pronounce your brand name. The more complex it is, the more easily forgettable it is. So whether it is a functional brand name or a memorable one you choose, just make sure its both simple to spell and pronounce. Simplicity is the underlying principle that ties up

other two approaches of choosing a brand name. It doesnt matter which of the two you decide to choose. But it does matter that any brand name you come up with be simple. This is overly important. People dont remember long or complex brand names. This is one of the reasons you find some brand names as acronyms. Its because they need to keep it short and simple Example: Apple, Hp, Nike, Ford, Dell, Whatever your language is, all these brand names are really esay to spell as well as to remember although sometimes they dont really have a clear meaning. Conclusion If you are just starting out in business or working on a product or service, let your brand name be: Descriptive functional Sticky memorable Short simple

VOCABULARY No. 1 Word Transcription English meaning Vietnamese meaning (thuc) tim thc Example Subconsciously, she was looking for the father she had never known

subconscious /'sb'kns/

deliberate

/di'librit/

Connected with feelings that influence your behaviour even though you are not aware of them Done on purpose C tnh rather than by ton, c accident

curiosity

/,kjuri'siti/ /in'h:ns/

A strong desire to know about sth To increase or further improve the good quality, value or status of sb/sth Having a quality or characteristic that makes sth different and easily noticed Only, single

enhance

Distinctive

/dis'tiktiv/

The speech was a deliberate attempt to embarrass the government S t m, Children show tnh hiu k curiosity about everything Lm tng, This is the nng cao, opportunity to cao enhance the reputation of the company c bit, The male bird phn bit has distinctive white marking on its head Duy nht, c nht My sole reason for coming here was to see you

Sole

/soul/