Determining a Brand Name

What is a Brand?

Before moving on to the basic elements that need to be considered when determining a brand name, it would be better to talk about what a "brand" is:

Trademark is defined by the Turkish Patent Institute as: "Any sign that can be displayed by drawing or expressed in a similar way, published and reproduced by printing, including personal names, especially words, shapes, letters, numbers, the shape of the goods or their packaging, provided that it distinguishes the goods and/or services of one business from the goods and/or services of another business."

The brand, which is an indicator of the quality of the product or service sold, directly affects the purchase of the product or service. While it will add prestige to the customer, it also contributes to his inclusion in a certain group. Most of the time, it creates the demand for the product on its own, by overtaking the name of the company it represents or by completely leaving it.

The success of a brand is directly proportional to whether it has certain features or not. Considering the fact that the brand name is considered the core of the brand, it is possible to make this definition for the brand name as well. In order for the brand name to be among the first brands that come to mind when evaluated by the customer:

• short,

• Original,

• Easy to pronounce,

• easily remembered,

• distinctive,

• Compatible with the product/service,

• Making positive associations about the product/service,

• Attractive etc. It must have features.

The name being “unique and catchy” enables the brand to hold on to the market in the short term and stand out from its competitors. The fact that the brand name is the first in a new category is also one of the factors that guarantees the future success of the brand.

Brand Name Creation Process

Changing brand names, like personal names, is considered “unusual”. Because a brand establishes a bond with its target audience thanks to its name and makes promises thanks to it. For this reason, the brand name must be created correctly and equipped with elements that will accurately represent the brand as long as it lives.

There are 3 basic stages in determining a brand name:

1- Determination of Need: The brand name creation process begins with determining the need. At this stage, target audience and market research is conducted to determine people's characteristics and usage/purchasing habits.

2- Derivation of Possible Names: After the needs are clearly determined, the second stage begins. At this stage, names that appeal to the target audience and convey the benefits of the product/service directly to the buyer are listed.

3- Testing of Selected Names: The names whose list has been selected undergo the "usability" test at this stage. The registrability of the names, the accuracy of the image they represent and - for brands that will be opened abroad - whether they carry a negative meaning in foreign languages ​​are tested.

The brand name is the foundation of the brand. Remember that a correct name determines the future position of the brand and ensures its success; Leave determining the brand name to the professionals!