FUNDAMENTAL REQUIREMENTS FOR A GOOD BRAND NAME
Marketing researchers have studied the factors that determine brand quality, brand equity, brand image, brand loyalty and to name a few. However, there are several basics requirements that are needed that first must be satisfied by a brand name in order to become a good brand name and these requirements are:

a) Requirement 1: Distinguish The Brand From Competitive Offerings
A good brand name must be unique and different from other competitors’ brands in the market. If marketers fail to distinguish its brand name from competitors, this will cause consumers confusion. As a result, consumers would not remember the brand name and select another brand name by mistake. Nevertheless, nowadays, most countries have regulated acts to protect brand names and logos. These brand names and logos are called trademarks. However, there are some marketers especially small companies that try to steal big brands consumers by using brand names that are about the same as the big players in the selected industry. For examples, Nike as Nice, and Colgate as Cologate.

b) Describe The Brand And Its Attributes Or Benefits
A good brand name is able to suggest its attributes or benefits. This will aid consumers to recall the product’s advertisements or benefits. In addition, this will reinforce consumers’ memories of the brand name. Examples are Post-it (note pad), No-Nails (adhesive paint), Just Juice and Fair and Lovely. On the other hand, some marketers use to combine two words in a brand name to reflect the products attributes. As an example, Compaq where Com stands for computer and Paq is compactness.

c) Requirement 3: Achieve Compatibility With A Brand’s Desired Image And With Its Product Design Or Packaging
A brand name must be selected wisely as the brand name will bring an image to consumers. Therefore, marketers need to select a brand name that will reflect the desired image. In addition, the product design and packaging must also match the brand name. As an example, ASDA normally have three lines for a product that represent low price, medium price and high price. Different packaging and different brand name (e.g. ASDA Smart Price for the cheapest one) are used for the three different lines.

d) Requirement 4: Be Memorable And Easy To Pronounce
Some brand names are very short and simple. This helps consumers to remember the brand names. Examples are Tide, Milo, Kit-Kat, Oreo and Polo. However, shortness is not necessary for a good brand name. Some marketers also use longer words but easy to remember. For instance, I Can’t Believe Its Not Butter.




REFERENCE
Marketing- Brands- Brand Name (online), tutor2U, cited on 11th April 2008. Available from URL < http://tutor2u.net/business/marketing/brands_names.asp>
Mtshali, L. (2007) (online), What Defines a Good Brand Name? Press and Publications. Cited on 11th April 2008. Available from URL http://www.bowman.co.za/LawArticles/Law-Article.asp?id=-1857874742
Shimp, T. A. (2003), Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications, Sixth Edition, Thomson South-Western