Cara Menentukan Nama Brand - Market Think 93

Summary

In this insightful video, Ignasius Untung explores the crucial role of brand naming in business. He discusses various naming strategies, from generic names like tiket.com to unique ones like Ovo, and their challenges in building brand recognition. The video highlights the importance of cultural and psychological factors in branding, illustrating how names can influence consumer perception. Examples from well-known brands emphasize how consistent communication can override existing associations and create memorable identities. The session offers valuable advice for businesses on crafting effective brand names that resonate with their target audience.

Takeaways

• 😀 Building a brand is crucial in business, but it’s not the only factor for success.
• 😀 Choosing the right brand name is one of the first and most critical steps in branding.
• 😀 A strong brand name helps with immediate recognition, especially in the digital space.
• 😀 Generic brand names can be beneficial for SEO and quick recognition but come with risks related to existing associations in consumers' minds.
• 😀 It takes time to establish a new brand association with a generic name, as the brain already associates the name with other meanings.
• 😀 Brands that leverage strong, relevant associations in their name (like Traveloka or Shopee) can more easily connect with consumers.
• 😀 Names that don’t carry immediate meaning (like Ovo or 99.co) require significant marketing effort to build brand recognition.
• 😀 Consistency in branding is key to shifting existing memories and establishing a new brand identity.
• 😀 Cultural and linguistic factors must be carefully considered when naming a brand, as certain words or phrases may have unintended meanings in different markets.
• 😀 Using a name with an inherent association (e.g., 'Travel' in Traveloka) can speed up brand recognition and create easier connections with the target market.
• 😀 Brand names that are unique and distinctive, yet still relevant to the product or service, can provide a balance of creativity and recognition.

Q & A

Why is brand naming considered one of the most important aspects of building a brand?

Brand naming is crucial because the name is often the first impression a customer has of a brand. A strong, memorable name can help establish a brand's identity and make it stand out in a competitive market.

What is the challenge with using generic names for a brand?

The challenge with generic names is that they are often hard to 'own' because they already carry pre-existing associations. It takes time and effort to change public perception and align the name with the brand’s specific identity.

Can you explain the difference between names like `tiket.com` and names like `Ovo` or `LinkAja`?

Names like `tiket.com` are generic, directly tied to the product or service, making them easy to remember but hard to differentiate. On the other hand, names like `Ovo` or `LinkAja` are unique, and they require consistent branding efforts to build associations and recognition.

Why does consistency matter in building a brand's memory with customers?

Consistency is essential because it helps reinforce the brand's identity over time. Whether a name is generic or unique, regular exposure ensures that customers associate the name with the product or service it represents, making it more memorable.

What are the risks associated with using names that have no meaning, like `Ovo` or `Lamudi`?

Names with no inherent meaning require more time and effort to build recognition. They lack immediate associations with the product or service, so it takes longer to establish a connection in the customer's mind.

What strategy can be used when the brand name is generic but needs differentiation?

If the name is generic but needs differentiation, the strategy is to consistently push the brand’s identity through strong marketing. This helps to override any existing associations and create a new memory in the customer’s mind.

How do associations with certain words or sounds affect brand perception?

Words and sounds can carry subconscious associations that influence perception. For instance, the vowel sound 'i' is often linked to something small or delicate, which can affect how a brand is perceived, as seen with the names `Keli` vs `Bobi`.

What is the potential danger of not considering cultural implications in brand naming?

Cultural implications are critical because names or slogans can have unintended or inappropriate meanings in different languages or cultures, which can negatively affect the brand's image. Examples include `Colgate`’s toothpaste in France or `Electrolux`’s tagline in America.

How can a company overcome negative or confusing associations with its brand name?

A company can overcome negative or confusing associations by creating consistent, clear messaging that reinforces the intended brand identity. This helps replace previous associations with new, relevant ones.

What are the advantages of modifying a generic name to create uniqueness, like in the cases of `Traveloka` or `Tokopedia`?

Modifying a generic name allows the brand to retain some level of immediate association with the product or service, while adding uniqueness that differentiates it from other generic names. This approach helps create a more memorable and distinctive brand identity.