CONTENTS HOW TO BUILD UP A GOOD BRAND NAME? 1. Conception and important of a brand name …… 2 2. Choose a great brand name……………………………………………………… 2 3. Building off the strategy to maintain and develop a good brand name: Coca cola company …………………………………………………………………………… 5 3.1.Introduce about history,development process of Coca cola brand name…….5 3.2.Offer promotions to attact customers of Coca cola brand name……….… 7 3.3 .Often innovate products to suit customer needs of Coca cola brand name….9 Document reference………………………………………………………………… 11 [Type text] Page 1 TOPIC: HOW TO BUILD UP A GOOD BRAND NAME? Nowadays,a brand name is really important for development of company. Having a recognizable brand name is very valuable for a company.The best brand names become a part of consumers’ vocabularies and synonymous with the items they represent,like people say Coca Cola instead of soft-drink.But to build up a good brand name is not simple,it always needs basic factors beside strengths.To know clearly,my team research the topic has name :How to build up a good brand name ? Our presentation is divided three main. First : Conception and important of a brand name Second: Choose a great brand name Three : Building off the strategy to maintain and develop a good brand name: Coca cola 1. Conception and important of a brand name . A brand name is a name used to distinguish one product from its competitors.It can apply to a single product,an entire product range,or even a company.A brand name is usually associated with a logo or other graphical representation of the brand in order to strengthen the brand image.The main purpose of branding is to differentiate the products and services of one product or business from those of competitors.Brand names can be made up of just about any word or series of letters.Companies may name the brand after a founder.An ideal brand name is unique,memorable,easy to understand,and creates an emotional connection with a target. A brand name is really important for development of company. Having a recognizable brand name is very valuable for a company.The best brand names become a part of consumers’ vocabularies and synonymous with the items they represent,like people say Coca Cola instead of soft-drinkdience.Building and managing a brand can play a large part in developing company and if you want to strengthen and manage the perceptions of your business,then a strong brand is needed.Good branding elevates and differentiates your products or services and gives your customers reason to choose you over your competitors. 2. Choose a great brand name. If you need to choose a great brand name for your product, service or business, start by considering the importance of the name in your branding efforts. Your name is an extension of your brand, and it can reinforce the value you provide or distance you from it. When you’re developing a name for a business, a product or a service, you have a number of options. When the time comes in your business life cycle to name a brand, it’s not a task to take lightly. A brand name represents a promise to consumers and differentiates the value your brand offers from competitors’ brands. More importantly, you need to take yourself out of the brand naming equation entirely because it doesn’t matter if your brand name makes sense to you. It really only matters if your brand name is meaningful to consumers. [Type text] Page 2 Following are the 10 steps you should take to name a brand that resonates with consumers, differentiates your brand from others on the market, and is flexible enough to survive for many years to come. 1. Develop Your Brand Strategy You should not name a brand until you develop your brand strategy. How can you know if you’re choosing the right brand name if you don’t know what that brand’s unique value proposition, brand promise, and strategic direction are? 2. Research the Market, Competitors, and Consumers You need to fully understand your market before you can create an effective brand name. Do your research and learn what brand names your competitors are using and how consumers feel about those brand names. Identify gaps and opportunities and develop a brand name that fills those gaps and leverages those opportunities. Keep an eye on the AYTM blog for my upcoming post that will focus on research for naming products and brands. 3. Identify the Message Your Brand Should Communicate Once you understand what already exists in your market from your competitors and what consumers want from brands in that market, you can refine your brand position. Use that position along with your brand promise to develop the best brand name possible. Furthermore, identify your brand’s unique personality and create a brand name to match. 4. Brainstorm without Judging Gather your team together and start brainstorming! There are no bad ideas this early in the process, so go for quantity. Even the most off-the-wall idea should be accepted and not judged. You never know what crazy thought could spawn the perfect idea! Look at your brand from all angles; focus on each benefit; consider all audiences; and make that list as long as you can. Be sure to include consumers and unbiased third parties in your brainstorming process if possible. 5. Create a Short List Use that long brainstorming list to develop possible brand names, and narrow that list of possible brand names down to 10-20 of the best. Make sure the short list of brand names you create includes names that can last through market changes, brand extensions, geographic expansions, trends, fads, and so on. You should create a brand name that can stand the test of time, because you never know where the world, the market, consumers, competitors, and you could go in years to come. 6. Trademark and Domain Name Availability Search Research the availability of each of the brand names on your short list for trademarking. You don’t want to launch a brand and receive a cease and desist letter a few months (or years) later telling you that someone else already owns that trademark so you have to stop using it. Also, check for domain name availability. While it’s very possible that the exact domain name for your brand name won’t be available, you need to know early if there are no acceptable alternatives available. 7. Create a Shorter Short List [Type text] Page 3 Based on your trademark and domain name research, shorten your brand name short list even further. Try to narrow it down to 5-10 of the best options. 8. Develop Brand Marketing Mock-ups Create logo, ad, business card, and package mockups using the brand names on your shortened short list. Make sure each brand name looks good visually and sounds good when spoken out loud. A brand name might sound great on a short list, but when you put it in a radio ad or on a package design, it might not work at all. 9. Test Your Brand Marketing Mock-ups When you’ve got your short list brand marketing mock-ups ready, test them through consumer research. Find out which choices resonate well with your target audience and which do not. Through this testing, you should be able to determine which brand names are best, which need tweaking, and which need to be tossed immediately. It’s also possible that the testing phase will teach you that you need to go back to the drawing board and come up with a completely different brand name. 10. Roll out and Monitor Your Brand Once you settle on a brand name, launch it and use it consistently across all customer touch points. Be sure to conduct ongoing research and monitoring to ensure your brand name is well- received. 3. Building off the strategy to maintain and develop a good brand name: Coca cola company. 3.1 .Introduce about history,development process of Coca cola brand name. • History of Coca-Cola brands Coca-Cola (also called Coke) is a fresh-water mark was registered in 1893 in the United States. Coca Cola's father is a pharmacist and as understood by the American people at that time Coke (Coca Cola) is an oral drug. After this, the acquisition of Coca-Cola, Asa Candler - The most talented leaders of Coca Cola has transformed people's thoughts on America's image of Coca Cola. He said consumers understand things his "medicine" Coke is a drink delicious and fresh. To this day, Coca-Cola remains loyal to its criteria. Coca-Cola bottle shape was registered for protection in 1960. Coca-Cola's name comes from the name of coca leaves and cola fruit, two ingredients of Coca- Cola. This has to do with Coca Cola subversive period because it was attributed to Asa Candler was the man of the world addictive. Currently, Coca-Cola soft drinks company became world famous with many diverse products such as Coca-Cola Light (Diet Coke or Diet Coke-), Coca- Cola Cherry • The comments on the success of Coca-Cola in the world. [Type text] Page 4 In 1886, Coca-Cola was first introduced to the public in Atlanta, has really caught the attention of even the most enjoyed by the wonderful aroma and attractive colors. Over time, her fragrance, color and preservatives that have been preserved by those who diligently day and night are involved in the production, distribution and promotion of consumption of Coca-Cola products from around the world by own feelings and enthusiasm they won the Coca-Cola. As a result, Coca-Cola soft drinks have become global celebrities. The great appeal of Coca-Cola from year to year was evident in the thousands of advertisements stretching for more than a century, a century of thinking and creativity. These images were so many lovers, contributing to Coca-Cola's name became a familiar product life. Fresh, rich in ideas and flavor, Coca-Cola has been involved in setting up a high quality standard for every different consumer products in the world. To this day, the image of Coca-Cola has always conveyed messages frank, honest and very rustic to your consumers. Over time, these bottlers, distributors and all other members of the family of the global Coca- Cola has maintained its leading position second to none in the beverage industry, and services style most innovative, convenient and most fervent Coca-Cola has always wanted to bring our customers and consumers. Experienced more than 100 years since its founding, Coca-Cola has always reflected the shift of time, keep pace with the ever changing global. From Europe, a market where consolidation is bringing the best opportunity attractive to Latin America, where the economy is recovering allows to exploit the promising potential, Coca-Cola always shown great charisma. The last century has seen spectacular progress in human history. This century promises to continue the development of grand more. And in the period that changes, there is always a constant demand for simplicity that the people "are the refreshing beverage" has been and will be Coca-Cola better meet any products any other ever created. Confident to go new century, Coca-Cola is still enduring icon, a symbol of quality, integrity, value, pleasure and so much more. Coca-Cola over time 8/5/1886: Bang in Atlanta - United States, a pharmacist named John S. Pemberton has crafted a sy-syrup flavored and colored caramel particular, in a small jar containing copper. He brought this vase to Jabco pharmacy, the largest pharmacy in Atlanta at the time and presented to the public for the price of 5 cents a cup. Soon after John's assistant Frank M. Robinson has named this type sy-syrup is Coca-Cola. 1891: Asa G. Candler He is also a pharmacist in Atlanta merchants saw the great potential of Coca-Cola, so he decided to buy the entire formula as well as ownership of Coca-Cola for $ 2.300 . 1892: Candler, along with other collaborators established a joint stock company in Georgia and named "Coca-Cola Company." [Type text] Page 5 1892: Asa G. Candler named Syro production company Coca-Cola is Coca-Cola Company. 1893: Coca-Cola brand was first registered industrial property rights. 1897: Coca-Cola began to be introduced to a number of cities in Canada and Honolulu. 31/01/1899: A group of merchants, including Thomas & Whitehead, along with colleagues JT Lupton has received the right to build bottling plants for the purpose of bottling and distributing Coca-Cola products to anywhere in the United States. 1906: The first bottling plant was established in Havana, Cuba. 1919: the inheritance of Candler sold Coca-Cola Company Ernest Woodruff, a banker in Atlanta. Four years later, Ernest Woodfuff was elected Executive Chairman of the Company, began leading six decades and included Coca-Cola Company to a new level that no one can dream of. By this time after more than 100 years of establishment and development, Coca-Cola has been present in more than 200 countries worldwide. 3.2.Offer promotions to attact customers of Coca cola brand name Successful branding is the key to outdoing competitors and creating customer loyalty. For decades, Coca-Cola was among the scant few globally-recognized brands. By crafting a universal message and increasing brand awareness: GETTING SHELVES They get or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. EYE CATCHING POSITION Salesman of the Coca Cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores. SALE PROMOTION Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share. DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling 1. Direct selling [Type text] Page 6 2. Indirect selling DIRECT SELLING In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin. INDIRECT SELLING They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of Coca Cola products. FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure these includes: • Vizi cooler • Freezers • Display racks • Free empty bottles and shells for bottles ADVERTISEMENT Coca Cola Company use different mediums • Print media • Pos material • Tv commercial • Billboards and holdings PRINT MEDIA They often use print media for advertisement. They have a separate department for print media. POS Material [Type text] Page 7 Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. TV COMMERCIALS As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels. BILLBOARDS AND HOLDINGS Coca Cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. 3.3 .Often innovate products to suit customer needs of Coca cola brand name • Coca cola has been very successful in product innovation strategy. The company flexibility to make flavored drinks and different models. Coca-Cola operates in the field of beverages including drinking water, water non-alcoholic drinks and carbonated drinks. The company has created a lot of beverages with flavors, different models to meet the diverse needs of clients such as Coke at gas, Sprite, Fanta, Coke Vanilla flavor, Coke, juice, In recent times the past, the company has constantly developed many research new products Vietnam consumer services such as Joy bottled water, energy drinks Samurai, Sunfill fruit pulp, and many additional new taste for traditional products system to meet the tastes and appetites of Vietnam as Fanta Lemon, Fanta Strawberry, Soda Lime Coca-Cola Company to continue a long-term commitment in Vietnam and always changing new to meet the increasing demand in the beverage market dynamic and potential in Vietnam. • Vietnam cocacola products: - Coca-Cola - glass bottles, cans, and plastic bottles - Fanta Orange - glass bottles, cans, and plastic bottles - Fanta Strawberry - glass bottles, cans, and plastic bottles - Fanta Fruit - glass bottles, cans, and plastic bottles - Sprite - glass bottles, cans, and plastic bottles - Diet Coke - Cans - Schweppes Tonic - glass bottles, cans - Schweppes Soda Lime - glass bottles, cans, and plastic bottles - Crush Sarsi - glass bottles, cans [Type text] Page 8 - Joy bottled water - 500 ml PET bottles and 1500 ml - Samurai energy drink - glass bottles, cans and powder - Sunfill Orange - Fruit Powders - Sunfill Pineapple - Fruit Powders • Packaging and designs Each design of the Coca-Cola logo has shift flexibility, creativity and appropriate to appear in advertising, or on T-shirts, beach towels, hats. create a perfect marketing campaign for Coca- Cola. Coca recently honored to receive Pentaward 2009 Platinum award for Summer 2009 designs, this is the top award quarter for the package design and product design eye-catching, beautiful and unique. This design is Coca-Cola has confirmed top spot for packaging designs Designs for drinks. In addition, Coca continuous improvement and packaging designs increasingly beautiful and comfortable more use. Coke bottle packaging includes: 330ml cans, pet bottles 1.5L, 330ml tank (24L / T), The company also launched 390ml plastic bottle with a compact design and elegant, to easily meet the shopping needs of individual customers. Coca-Cola bottle launched "Fanta Fun" unique. This type of bottle with style fun and unique designs created for Fanta products more attractive and stylish. The new bottle design will highlight more youthful style, characterized by dynamic Fanta brand, in line with Vietnam's youth. In particular, the body of the bottle is set optimized both hands and increases comfort when using the product. Coca-Cola Company to continuously provide consumers with Vietnam, especially the young people, the opportunity to enjoy the beverage packaging style that is distinctive and attractive result, both fun and useful. How often Cocacola innovation packaging with eye-catching images to bring to customer novelty and originality of the their products. Recently, Coke has launched series products Happiness Factory images for glass bottles, bottles plastic and cans for the same price. This range is in a campaign called Happiness Factory Coca-Cola recently the deployments in Vietnam. This is the campaign focus in 2009 was Coca-Cola to invest large most of the overall cost, size and activity level creative. As soon as this summer , coca cola has been very successful with the strategy name engraved on their beer cans shell. That is a great strategy to help the company achieve huge sales due to meet the tastes of customers. That is the success of coca cola in strategic innovation of its products. [Type text] Page 9 Document reference - Tiếng anh 4 - http://www.marketingmo.com/creative-brand-development/how-to-choose-a-great- brand-name/ - http://www.wikihow.com/Build-a-Brand - http://www.hausmanmarketingletter.com/5-secrets-to-creating-good-brand-names/ [Type text] Page 10 [...]... proposals, Synethetic Monday, October 6th, 2014 Group leader Secretary EVALUATION PANEL [Type text] Note Page 12 Mission Name Class What is a brand name? How important is a brand name? Choose a great brand name Offer promotion to attact customers of Coca cola brand name Introduce about the brand name of Coca cola company Often innovate products to suit customer needs of Coca cola brand name Nguyễn Trường Quân... brand name? How important is a brand name? Choose a great brand name 3 Nguyễn Thị Quyên 4 Hoàng Thị Phượng 5 Nguyễn Thị Minh Nguyệt 6 Đào Thu Phương 7 Nguyễn Thị Hồng Nhung (Leader) Offer promotion to attact customers of Coca cola brand name Introduce about the brand name of Coca cola company Often innovate products to suit customer needs of Coca cola brand name Conclusion+làm slide Make proposals, Synethetic... Group leader [Type text] Secretary Page 11 Vietnam university of commerce Socialist Republic of Vietnam Independent – Freedom - Happiness Partial classes: DISCUSSION GROUP MEETING MINUTES GROUP 6 - Topic: How to build up a good brand name ? - Time: on Monday morning on 06/10/2014 - Location: English classroom -Discussion: No Full name Mission 1 Nguyễn Trường Quân 2 Nguyễn Thị Phương What is a brand name? ...Vietnam university of commerce Socialist Republic of Vietnam Independent – Freedom - Happiness Partial classes : DISCUSSION GROUP MEETING MINUTES The 1st group meeting _GROUP 6 Topic :How to build up a good brand name ? Time: Wednesday on 17/9/2014 Location: English classroom The contents of the metting: - Unified comments for discussion Group leader, secretary sythesized all of the members Wednesday,... brand name Nguyễn Trường Quân Student code The point Sign name K48C Nguyễn Thị Phương Nguyễn Thị Quyên K48B K48C Hoàng Thị Phượng K48B Nguyễn Thị Minh Nguyệt K48B Conclusion+làm slide Đào Thu Phương K48B Make proposals, Synethetic Nguyễn Thị Hồng Nhung (Leader) K48B Hà Nội,ngày 11 tháng 10 năm 2014 Group Leader Nguyễn Thị Hồng Nhung [Type text] Page 13 . of coca cola in strategic innovation of its products. [Type text] Page 9 Document reference - Tiếng anh 4 - http://www.marketingmo.com/creative-brand-development/how-to-choose-a-great- brand-name/ -. one product or business from those of competitors.Brand names can be made up of just about any word or series of letters.Companies may name the brand after a founder.An ideal brand name is unique,memorable,easy