Very well written and pertinent post. I perfectly agree with you on the need to slash lavish spends on Brand name, logo or tag lines. However, considerable bandwidth on thoughts, research, bouncing off the idea to a random cross-section of people – DEFINITELY YES!

Its’ more like a baby name. People do detailed research to come up with sweet, meaningful, easy to pronounce and unique names for their kids. After all, it’s this name that’s going to be with your kid for the rest of his life. And beyond as well.

I believe brands like Easy off Bang and Alpenliebe could have done much better (In India atleast), had their names been easy on the mind and tongue. A major part of Maggi’s success can be attributed to its easy to recall and cute sounding name. The opposite for the continuous struggle of Top Ramen that is yet to make a dent in Maggi’s share. Dabangg’s success had a lot to do with it’s unique, impactful and ofcourse, fearless name. It aroused huge curiosity. On the other hand, a ‘Hello’ was too pedestrian a name and hence was a non-starter from the word go. (Go! Oh yes, there was a RGV movie by this name as well…and needless to say it was ‘GO’ne in a single screening! )

If you’re a world wide established brand, don’t ever tamper or down play your brand name. Regardless of its tongue-twisting attributes in another country. 95% of India may not know how to pronounce or spell Volkswagen. Doesn’t matter. It still represents an internationally acclaimed brand. And it’s cars are bloody damn good! Logan is getting rechristened to Verito and perhaps this time it might cut across to many more segments. Kishore Biyani named his shirt brand as John Miller to convey that international, elegant and rich feeling. Do you think the shirts would’ve been an equal success had they been named ‘Kishore’?

So it does pays to give a very deep thought to your brand name, logo and tag line. Perhaps it’s the least expensive and the most potent communication tool. I dare not call my hunk of an SUV as ‘Meenakshi’ – my girlfriend’s mother’s name!

Best Regards

Himanshu

In digital economy i think name matters and the only reason i could see is the SEO. In the initial stages if the name is generic to product category or service it saves you very important marketing dollars.

But I agree with you if money was not a issue then name doesnot matter.

Samar

1. A very popular sandwich joint in Tardeo is called ‘Mamaji’.
2. and of course the great ‘Apple’.

Nice article. I do agree with you to a large extent . However I would like to believe that the brand name does make a difference in its easier recall , or in getting attention . just to name a few ..”TGIF” or “Bombay Blues” or Shaadi.com ,Carwale.com, Papa Pancho ( a play on swear word- a restaurant in Suburbs) .
It makes it much easier to recall these brand names , irrespective of their quality of service or product.
For instance i have hardly tried out any of the above brands’ products or services , but i do recall them “easily .”