HOW TO BUILD UP A GOOG BRAND NAME

Building off the strategy to maintain and develop a good brand name: Coca cola company ………....5 3.1.Introduce about history,development process of Coca cola brand name…….5 3.2.Offer pro

HOW TO BUILD UP A GOOD BRAND NAME?

1. Conception and important of a brand name …… 2

3 Building off the strategy to maintain and develop a good brand name: Coca cola company ……… 5

3.1.Introduce about history,development process of Coca cola brand name…….5 3.2.Offer promotions to attact customers of Coca cola brand name……….… 7 3.3 Often innovate products to suit customer needs of Coca cola brand name….9 Document reference……… 11

TOPIC: HOW TO BUILD UP A GOOD BRAND NAME?

Nowadays,a brand name is really important for development of company Having a

recognizable brand name is very valuable for a company.The best brand names become a part of consumers’ vocabularies and synonymous with the items they represent,like people say Coca Cola instead of soft-drink.But to build up a good brand name is not simple,it always needs basic

factors beside strengths.To know clearly,my team research the topic has name :How to build up

a good brand name ? Our presentation is divided three main.

First : Conception and important of a brand name

Second: Choose a great brand name

Three : Building off the strategy to maintain and develop a good brand name: Coca cola

1 Conception and important of a brand name

A brand name is a name used to distinguish one product from its competitors.It can apply to

a single product,an entire product range,or even a company.A brand name is usually associated with a logo or other graphical representation of the brand in order to strengthen the brand

image.The main purpose of branding is to differentiate the products and services of one product

or business from those of competitors.Brand names can be made up of just about any word or series of letters.Companies may name the brand after a founder.An ideal brand name is

unique,memorable,easy to understand,and creates an emotional connection with a target

A brand name is really important for development of company Having a recognizable brand name is very valuable for a company.The best brand names become a part of consumers’

vocabularies and synonymous with the items they represent,like people say Coca Cola instead of soft-drinkdience.Building and managing a brand can play a large part in developing company and if you want to strengthen and manage the perceptions of your business,then a strong brand is needed.Good branding elevates and differentiates your products or services and gives your

customers reason to choose you over your competitors

2 Choose a great brand name.

If you need to choose a great brand name for your product, service or business, start by

considering the importance of the name in your branding efforts

Your name is an extension of your brand, and it can reinforce the value you provide or distance you from it When you’re developing a name for a business, a product or a service, you have a number of options

When the time comes in your business life cycle to name a brand, it’s not a task to take lightly A brand name represents a promise to consumers and differentiates the value your brand offers from competitors’ brands More importantly, you need to take yourself out of the brand naming equation entirely because it doesn’t matter if your brand name makes sense to you It really only matters if your brand name is meaningful to consumers

Following are the 10 steps you should take to name a brand that resonates with consumers, differentiates your brand from others on the market, and is flexible enough to survive for many years to come

1 Develop Your Brand Strategy

You should not name a brand until you develop your brand strategy How can you know if you’re choosing the right brand name if you don’t know what that brand’s unique value proposition, brand promise, and strategic direction are?

2 Research the Market, Competitors, and Consumers

You need to fully understand your market before you can create an effective brand name Do your research and learn what brand names your competitors are using and how consumers feel about those brand names Identify gaps and opportunities and develop a brand name that fills those gaps and leverages those opportunities Keep an eye on the AYTM blog for my upcoming post that will focus on research for naming products and brands

3 Identify the Message Your Brand Should Communicate

Once you understand what already exists in your market from your competitors and what

consumers want from brands in that market, you can refine your brand position Use that position along with your brand promise to develop the best brand name possible Furthermore, identify your brand’s unique personality and create a brand name to match

4 Brainstorm without Judging

Gather your team together and start brainstorming! There are no bad ideas this early in the

process, so go for quantity Even the most off-the-wall idea should be accepted and not judged You never know what crazy thought could spawn the perfect idea! Look at your brand from all angles; focus on each benefit; consider all audiences; and make that list as long as you can Be sure to include consumers and unbiased third parties in your brainstorming process if possible

5 Create a Short List

Use that long brainstorming list to develop possible brand names, and narrow that list of possible brand names down to 10-20 of the best Make sure the short list of brand names you create includes names that can last through market changes, brand extensions, geographic expansions, trends, fads, and so on You should create a brand name that can stand the test of time, because you never know where the world, the market, consumers, competitors, and you could go in years

to come

6 Trademark and Domain Name Availability Search

Research the availability of each of the brand names on your short list for trademarking You don’t want to launch a brand and receive a cease and desist letter a few months (or years) later telling you that someone else already owns that trademark so you have to stop using it Also, check for domain name availability While it’s very possible that the exact domain name for your brand name won’t be available, you need to know early if there are no acceptable alternatives available

7 Create a Shorter Short List

Based on your trademark and domain name research, shorten your brand name short list even further Try to narrow it down to 5-10 of the best options

8 Develop Brand Marketing Mock-ups

Create logo, ad, business card, and package mockups using the brand names on your shortened short list Make sure each brand name looks good visually and sounds good when spoken out loud A brand name might sound great on a short list, but when you put it in a radio ad or on a package design, it might not work at all

9 Test Your Brand Marketing Mock-ups

When you’ve got your short list brand marketing mock-ups ready, test them through consumer research Find out which choices resonate well with your target audience and which do not Through this testing, you should be able to determine which brand names are best, which need tweaking, and which need to be tossed immediately It’s also possible that the testing phase will teach you that you need to go back to the drawing board and come up with a completely different brand name

10 Roll out and Monitor Your Brand

Once you settle on a brand name, launch it and use it consistently across all customer touch points Be sure to conduct ongoing research and monitoring to ensure your brand name is well-received

3 Building off the strategy to maintain and develop a good brand name: Coca cola

company.

3.1 Introduce about history,development process of Coca cola brand name.

• History of Coca-Cola brands

Coca-Cola (also called Coke) is a fresh-water mark was registered in 1893 in the United States Coca Cola's father is a pharmacist and as understood by the American people at that time Coke (Coca Cola) is an oral drug After this, the acquisition of Coca-Cola, Asa Candler - The most talented leaders of Coca Cola has transformed people's thoughts on America's image of Coca Cola He said consumers understand things his "medicine" Coke is a drink delicious and fresh

To this day, Coca-Cola remains loyal to its criteria Coca-Cola bottle shape was registered for protection in 1960

Cola's name comes from the name of coca leaves and cola fruit, two ingredients of Coca-Cola This has to do with Coca Cola subversive period because it was attributed to Asa Candler was the man of the world addictive Currently, Coca-Cola soft drinks company became world famous with many diverse products such as Cola Light (Diet Coke or Diet Coke-), Coca-Cola Cherry

• The comments on the success of Coca-Cola in the world

In 1886, Coca-Cola was first introduced to the public in Atlanta, has really caught the attention

of even the most enjoyed by the wonderful aroma and attractive colors Over time, her fragrance, color and preservatives that have been preserved by those who diligently day and night are involved in the production, distribution and promotion of consumption of Coca-Cola products from around the world by own feelings and enthusiasm they won the Coca-Cola As a result, Coca-Cola soft drinks have become global celebrities

The great appeal of Coca-Cola from year to year was evident in the thousands of advertisements stretching for more than a century, a century of thinking and creativity These images were so many lovers, contributing to Coca-Cola's name became a familiar product life Fresh, rich in ideas and flavor, Coca-Cola has been involved in setting up a high quality standard for every different consumer products in the world To this day, the image of Coca-Cola has always

conveyed messages frank, honest and very rustic to your consumers

Over time, these bottlers, distributors and all other members of the family of the global Coca-Cola has maintained its leading position second to none in the beverage industry, and services style most innovative, convenient and most fervent Coca-Cola has always wanted to bring our customers and consumers

Experienced more than 100 years since its founding, Coca-Cola has always reflected the shift of time, keep pace with the ever changing global From Europe, a market where consolidation is bringing the best opportunity attractive to Latin America, where the economy is recovering allows to exploit the promising potential, Coca-Cola always shown great charisma The last century has seen spectacular progress in human history This century promises to continue the development of grand more And in the period that changes, there is always a constant demand for simplicity that the people "are the refreshing beverage" has been and will be Coca-Cola better meet any products any other ever created Confident to go new century, Coca-Cola is still

enduring icon, a symbol of quality, integrity, value, pleasure and so much more

Coca-Cola over time

8/5/1886: Bang in Atlanta - United States, a pharmacist named John S Pemberton has crafted a sy-syrup flavored and colored caramel particular, in a small jar containing copper He brought this vase to Jabco pharmacy, the largest pharmacy in Atlanta at the time and presented to the public for the price of 5 cents a cup Soon after John's assistant Frank M Robinson has named this type sy-syrup is Coca-Cola

1891: Asa G Candler He is also a pharmacist in Atlanta merchants saw the great potential of Coca-Cola, so he decided to buy the entire formula as well as ownership of Coca-Cola for $ 2.300

1892: Candler, along with other collaborators established a joint stock company in Georgia and named "Coca-Cola Company."

1892: Asa G Candler named Syro production company Coca-Cola is Coca-Cola Company 1893: Coca-Cola brand was first registered industrial property rights

1897: Coca-Cola began to be introduced to a number of cities in Canada and Honolulu

31/01/1899: A group of merchants, including Thomas & Whitehead, along with colleagues JT Lupton has received the right to build bottling plants for the purpose of bottling and distributing Coca-Cola products to anywhere in the United States

1906: The first bottling plant was established in Havana, Cuba

1919: the inheritance of Candler sold Coca-Cola Company Ernest Woodruff, a banker in Atlanta Four years later, Ernest Woodfuff was elected Executive Chairman of the Company, began leading six decades and included Coca-Cola Company to a new level that no one can dream of

By this time after more than 100 years of establishment and development, Coca-Cola has been present in more than 200 countries worldwide

3.2.Offer promotions to attact customers of Coca cola brand name

Successful branding is the key to outdoing competitors and creating customer loyalty For

decades, Coca-Cola was among the scant few globally-recognized brands By crafting a

universal message and increasing brand awareness:

GETTING SHELVES

They get or purchase shelves in big departmental stores and display their products in that shelves

in that style which show their product more clear and more attractive for the consumers

EYE CATCHING POSITION

Salesman of the Coca Cola company positions their freezers and their products in eye-catching positions Normally they keep their freezers near the entrance of the stores

SALE PROMOTION

Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

1 Direct selling

2 Indirect selling

DIRECT SELLING

In direct selling they supply their products in shops by using their own transports They have almost 450 vehicles to supply their bottles In this type of selling company have more profit margin

INDIRECT SELLING

They have their whole sellers and agencies to cover all area Because it is very difficult for them

to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of Coca Cola products

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these includes:

• Vizi cooler

• Freezers

• Display racks

• Free empty bottles and shells for bottles

ADVERTISEMENT

Coca Cola Company use different mediums

• Print media

• Pos material

• Tv commercial

• Billboards and holdings

PRINT MEDIA

They often use print media for advertisement They have a separate department for print media

POS Material

Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas

TV COMMERCIALS

As everybody know that TV is a most common entertaining medium so TV commercials is one

of the most attractive way of doing advertisement So Coca Cola Company does regular TV commercials on different channels

BILLBOARDS AND HOLDINGS

Coca Cola is very much conscious about their billboards and holdings They have so many sites

in different locations for their billboards

3.3 Often innovate products to suit customer needs of Coca cola brand name

• Coca cola has been very successful in product innovation strategy

The company flexibility to make flavored drinks and different models Coca-Cola operates in the field of beverages including drinking water, water non-alcoholic drinks and carbonated drinks The company has created a lot of beverages with flavors, different models to meet the diverse needs of clients such as Coke at gas, Sprite, Fanta, Coke Vanilla flavor, Coke, juice, In recent times the past, the company has constantly developed many research new products Vietnam consumer services such as Joy bottled water, energy drinks Samurai, Sunfill fruit pulp, and many additional new taste for traditional products system to meet the tastes and appetites of Vietnam as Fanta Lemon, Fanta Strawberry, Soda Lime

Coca-Cola Company to continue a long-term commitment in Vietnam and always changing new

to meet the increasing demand in the beverage market dynamic and potential in Vietnam

• Vietnam cocacola products:

- Coca-Cola - glass bottles, cans, and plastic bottles

- Fanta Orange - glass bottles, cans, and plastic bottles

- Fanta Strawberry - glass bottles, cans, and plastic bottles

- Fanta Fruit - glass bottles, cans, and plastic bottles

- Sprite - glass bottles, cans, and plastic bottles

- Diet Coke - Cans

- Schweppes Tonic - glass bottles, cans

- Schweppes Soda Lime - glass bottles, cans, and plastic bottles

- Crush Sarsi - glass bottles, cans

- Joy bottled water - 500 ml PET bottles and 1500 ml

- Samurai energy drink - glass bottles, cans and powder

- Sunfill Orange - Fruit Powders

- Sunfill Pineapple - Fruit Powders

Each design of the Coca-Cola logo has shift flexibility, creativity and appropriate to appear in advertising, or on T-shirts, beach towels, hats create a perfect marketing campaign for Coca-Cola Coca recently honored to receive Pentaward 2009 Platinum award for Summer 2009 designs, this is the top award quarter for the package design and product design eye-catching, beautiful and unique

This design is Coca-Cola has confirmed top spot for packaging designs Designs for drinks

In addition, Coca continuous improvement and packaging designs increasingly beautiful and comfortable more use Coke bottle packaging includes: 330ml cans, pet bottles 1.5L, 330ml tank (24L / T), The company also launched 390ml plastic bottle with a compact design and elegant,

to easily meet the shopping needs of individual customers

Coca-Cola bottle launched "Fanta Fun" unique This type of bottle with style fun and unique designs created for Fanta products more attractive and stylish The new bottle design will

highlight more youthful style, characterized by dynamic Fanta brand, in line with Vietnam's youth In particular, the body of the bottle is set optimized both hands and increases comfort when using the product

Coca-Cola Company to continuously provide consumers with Vietnam, especially the young people, the opportunity to enjoy the beverage packaging style that is distinctive and attractive result, both fun and useful How often Cocacola innovation packaging with eye-catching images

to bring to customer novelty and originality of the their products Recently, Coke has launched series products Happiness Factory images for glass bottles, bottles plastic and cans for the same price This range is in a campaign called Happiness Factory Coca-Cola recently the deployments

in Vietnam This is the campaign focus in 2009 was Coca-Cola to invest large most of the overall cost, size and activity level creative

As soon as this summer , coca cola has been very successful with the strategy name engraved on their beer cans shell That is a great strategy to help the company achieve huge sales due to meet the tastes of customers That is the success of coca cola in strategic innovation of its products

Document reference

- Tiếng anh 4

- http://www.marketingmo.com/creative-brand-development/how-to-choose-a-great-brand-name/

- http://www.wikihow.com/Build-a-Brand

- http://www.hausmanmarketingletter.com/5-secrets-to-creating-good-brand-names/