Naming Research: From Subjective To Strategic

That’s why naming research is invaluable: To construct confidence and consensus, you must dig beyond what you know in regards to a name already, put aside the subjective, and forge ahead of time with insights that match names to your larger development strategy. The true test of confidence is seeing how others receive your name. To regulate how a name will work in the market actually, you have to take on the idea of view of your audience.

Through naming research, you can gain the perspective of the individuals who subject most-those that are going to grab your product off of the shelf or choose to communicate up your brand over another. But it’s not merely about tapping your audience to vote on the “faves.” It is about understanding how their reactions can form the success of a name, and the development of a brand. Our many-layered research methodology overcomes traditional naming difficulties and gives decision producers actionable insights around shortlisted labels, in the framework of their tactical business aims.

In genuine qualitative research studies, consumers have a tendency to choose titles on superficial charm simply. But what looks great on the outside might not be best joined to the inside ambition of a brand. Establishing a set of diverse, strategic criteria against which names are ranked we can articulate what a name can do for a brandname. Seeing how titles actually measure up to your strategy means that viable candidates aren’t taken out too early-which is undeniably helpful in today’s supremely packed trademark landscape.

Consumer screening often shows a bias towards descriptive candidates because, as people, we prefer that which we already know-potentially blocking great details that a brand could raise into. With regards to the needs of an ongoing business, brands are built to do various things. Some may be constructed to create lucidity, but others are designed to be strong and stand out. We build many of these qualitative dimensions into the analysis, so that decision-makers can confidently arrive at the best name for their brand and business. A true name is a brand’s story in its shortest form, but it can only just present a lot only.

The key is to first pinpoint the most important target attributes, then measure the name candidate’s performance against each of those attributes. Those insights, in conjunction with creative expertise, help us create a unique strategy for bringing each name to market. Think about a new banking brand that wants to convey three things: a sense of friendliness and approachability, a premium product, and the value of efficiency and speed.

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One name can’t possibly say everything. But research will showcase how a set of labels build up against each other on conveying diverse key communication factors. This insight books go-to-market planning, spotlighting in which a name leaves off and where messaging must grab to rounded out the brand narrative.

In today’s hyper-connected global society, it’s also important to understand how speakers of varied languages might receive a brand name. Our study provides decision-makers with an in-depth linguistic and cultural picture of names, predicated on insights from the in-country linguists that people work with. Reports include pronunciation details, phonetic analyses, literal meaning, and word organizations, as well as is possible relationships to existing brands in that country.