Unregistered trademarks representing brand names are recognized by the letters TM. Although these trademarks are unregistered, the business may still be protected from other firms using that specific brand name under misrepresentation laws. However, protection may only be very limited.
However, once legally protected, brand names become registered trademarks. The owner of a registered brand name may take legal action for any trademark infringements to prevent unauthorized use of that trademark.
Let’s take a look at the most common ways of coming up with brand names.
Many types of brand names
Brand names come in many different forms, types and shapes. Let’s take a look at different types of brand names that exist around the world.
- Acronyms. Abbreviations, a name made up of initials, stand for the name of the business such as Kentucky Fried Chicken (KFC), The British Broadcasting Corporation (BBC), General Electric (GE), International Business Machines (IBM), British Petroleum (BP), or Hong Kong and Shanghai Banking Corporation (HSBC).
- Numbers. Examples include 7-Eleven or Chanel No 5.
- Personal names. Products may be named after the original founder such as Chevrolet, Ford, Dell or combinations of names such as Adidas (after Adi Dassler).
- Place names. These brands represent a country, province or city such as Air China, China Daily, Wall Street Journal New York Times, Washington Post, Alaska Airlines, etc.
- Generic. Evidence of a truly successful brand is when that brand name becomes interchangeable with the generic name of the product. These brands have become so famous that they are mistaken for the name of the product itself such as Aspirin, Coke, Jacuzzi, Kleenex, etc.
- Evocative. Descriptive names may evoke relevant vivid images like Fairy, Crest or Paramount. They may also represent a specific product feature or benefit like ‘Sparkle’ window cleaner or ‘Mop and Glo’ floor cleaner. Xerox is abbreviation of the word xerography.
- Neologisms. These are completely made-up words or phrases like Accenture (derived from ‘accent on the future’, Aviva, IKEA or Motorola. These coined terms are simply names that may or may not have an obvious meaning like FedEx which is a shortcut from Federal Express.
- Foreign language terms. Foreign terms that were adopted for branding. Volkswagen literally means ‘the people’s car’.
- Mistakes. Google is a misspelling of Googal, a very large number. Other examples include Mr. Sheen or Dooce.
- Geographical regions. Landmarks include specific natural objects or geographical phenomena like Fuji Film (Fuji Mountain in Japan), Olympus (highest mountain in Greece) or Mountain Dew.
- Myths. Many brands use mythical characters like Nike, the Greek goddess of victory.
- Associations. In 1976, Steve Jobs was working in a community farm in Oregon which made him think of Apple.
Criteria for picking up good brand names
When customers associate certain benefits with a particular brand, especially emotional benefits, the business gains significant competitive advantage. Simply, customers trust brands because they know what to expect.
A good brand name should:
- Fit the company or product image.
- Describes and reflects product benefits.
- Easy to say, recognize, remember.
- Be memorable, distinctive and positive.
- Is legal, protected through registration and has no legal restriction.
- Translates well for international markets.
In short, a brand should offer a summary of all the information customers hold about the product.
How to support brand names?
Brand names may be supported by catchphrases, slogans and logos that provide visual or auditory recognition for the product:
- Logo. For example, the Microsoft windows graphic or the four Audi rings.
- Symbol. For example, the Nike swoosh or the McDonald’s golden arches.
- Slogan. For example, McDonald’s slogan ‘I’m loving it’, KFC’s slogan ‘Finger Licking Good’ or Nike’s slogan ‘Just Do It’.
- Character. For example, Tony the Tiger of Frosties Flakes or Colonel Sanders of KFC.
- Sound. For example, the Intel inside melody.
Brands names are sometimes supported by the combination of the aforementioned additions. For example, McDonalds, combines a well-recognized brand name with its Golden arches logo and the slogan ‘I’m lovin’ it’.
What other brands come to your mind when thinking about cars, computers, sportswear, soft drink and electronics?
