Defining and developing brand name and slogan
The promise given to the consumer must be fulfilled!
Brand is everything tangible and intangible, which is created in mind of consumer when he have a thought about sertan product or service. The added value of the product is what we insist on as the creators of the brand.
Brand development is very important for each company. The loyalty of the consumer is a consequence of the high level of satisfaction that the observer is using a specific brand. It is the loyal customers that weigh each brand. Create a brand means to have loyal customers. Define brand is first step in branding process.
The brand name is a word which should consist (mainly) of several letters, and be entirely different from the competitive. The target group of consumers needs to quickly remember it, easy to pronounce and recognize. It must be first in the mind of consumers when they think of a need that they want to satisfy. The brand name is the main link between consumers and brands and should be unique and able to survive for a long time and feel free to legally register. The name and logo of the brand consumer sublimates his experiences and views about the brand.
Come up with such names is a serious and thoughtful job.
Brand name architecture
Important strategic decisions of the company is the choice of the proper brand architecture. Brand architecture is the way the company is structured and appoints brands in its portfolio. There are three basic brand architecture:
1. monolithic - used the company name for each product / service companies
2.combined (endorsed) - product / service (sub-brand) is used together with a corporate name
3. independent - each product / service are completely independent of corporate names
Creating a slogan, advertising slogans
The slogan was created as a result of having a more efficient placement of products on the market, and the need for easier positioning of the product, service or even an idea in the minds of consumers. In the chaos of the modern market, especially on the Internet, where the average consumer has become much subjected to all kinds type of advertising and become "over-communicated", the only way to get his attention to get a pre-simplified message (business slogan). So that in two or three words convey a message that will in the minds of consumers quickly and clearly present (provide) the benefits and advantages provided, and it is very important to create catchy slogans. Also, it is a suggestion where consumer awareness indirectly drives the identification slogans with a specific name, idea or product. The slogan can be a specific product, the entire product range, small business, and even multi-national corporation. Some of most famous slogans for example are: “Just do it” – NIKE, running shoes; “Connecting people” – NOKIA, mobile operator; “I’m lovin’ it” MC Donald’s, fast food restaurant chain. Popular slogans live in separately from their brands.