In FMCG markets, the success of a business largely depends on the development of a good and correct brand name. A good name is an asset that grows in value as the brand develops and can reach large sums. Therefore, it is very important to carefully consider the naming procedure, especially when it comes to working on the Amazon marketplace.
Your brand name affects:
– the price segment (low, middle or premium) in which you will operate;
– what your brand will be associated with among consumers;
– external display of the brand, which will include not only the name, but also graphic elements, colors, fonts, etc.
Brand name development is a lengthy process that requires both creativity and a serious approach to business. Good naming is carried out in several stages, which lead to intermediate results.
Stage one: analytics.
At this stage, it is necessary to analyze the brand and the market in which it will be positioned. In addition, the development of naming implies that it is necessary to take into account the needs of the audience for which the product / service is intended.
The second stage: search for variants of the name.
After conducting the analysis, you should start selecting suitable options for the name. They must meet the requirements of uniqueness and not violate the legal rights of owners of existing and registered brands.
Stage three: exclusion.
At the third stage, it is necessary to exclude options that, for some reason, cannot become the name of a brand / product / service.
Fourth stage: agreement.
Previously selected options should be approved or agreed with team members, if necessary.
Fifth stage: testing.
One or more options can be tested in a focus group or interview.
Sixth stage: verification.
This stage involves checking the name against the ICGS database (International Classification of Goods and Services).
To develop a brand name, there are several important rules that must be followed by correct naming:
– have sonority;
– good memory;
– have a semantic load;
– associate with a positive aspect.
If these conditions are met, the name of the brand, product or service will be attractive to a potential client.
We offer you two packages of naming services for Amazon: