Lecture 3: Word branding

Question 1

What is in a name?

Answer 1

The name of a brand is generally the first step in establishing its identity, same as humas
Similarly to humans, a wrong name can be challenging for a brand

Question 2

Why name branding?

Answer 2

1. Making a brand/product MEMORABLE
2. Making a brand/product DISTINCT from the rest of the brands/products
3. Establishing an IDENTITY that most likely will not change

Question 3

Product vs Corporate name

Answer 3

Products and corporate brand can both convey emotions, ideas and memories and can be associated with substantial value. They are, however, very different

Question 4

What is a functional value of a name?

Answer 4

A name has functional value when it elicits a practical evaluation (e.g. price/quality, how to use…) (e.g. Swappfiets, Posit-it, Super glue)

Question 5

What is a symbolic value of a name?

Answer 5

A name has symbolic value when it elicits an emotional evaluation (e.g. is this comforting? Does it remind me of an experience? What meaning do I associate with it?) (Tesla, Subway, Amazon)

Question 6

What is Dichotomous branding?

Answer 6

The brand = symbolic value (Mondelez/Nestlé)
The product = functional value (Milka/The body shop)

Question 7

What are the degrees of symbolism?

Answer 7

Concrete = suggestive of an origin (e.g. Zeiss photography lenses (German-sounding name)

Somewhat concrete = reference to a myth or history (e.g. Nike, Greek goddess of victory)

Very abstract = ?? (e.g. Apple, by historical reports, it was picked almost randomly)

Question 8

Describe the 3 elements of the Taxonomy of brand names

Answer 8

Descriptive

Allusive

Coined

Question 9

Explain “descriptive” of the taxonomy of brand names

Answer 9

It represent a description of the product or serviced offered (e.g. Coffeecompany, Carglass, Burger King)

Question 10

Explain “allusive” of the taxonomy of brand names

Answer 10

It is not directly descriptive of the brand or product, but they hint at brand values, superiority or characteristics of the product (e.g. Dove, Under Armour, Lego)

Question 11

Explain “coined” of the taxonomy of brand names

Answer 11

It is made up with words with no prior meaning than the brand. Sometimes, this also include invented people (e.g. Kodak, Pepsi, Dr Pepper)

Question 12

When does each type of name work best?

Answer 12

Names that are very descriptive
+ help consumers classify a brand in the right category (of products/services)
- limit the meaning consumers can attribute to a brand
- can be a problem if feelings towards a brand/service change

Names that are very generic
+ are less vulnerable to trends, and shifts in consumer preferences
+ leave more space for a constructed meaning, together with consumers
- can take time and effort to establish a connection between name and product/services

Question 13

Why rebranding?

Answer 13

Structural change (internal)
Strategic change (external)

Question 14

What is a structural change when rebranding?

Answer 14

Mergers and acquisitions
Change in ownership
Legal changes
Changing product category

Question 15

What is a strategic change when rebranding?

Answer 15

Reputation problems
Outdated name/image
Changing brand perceptions
Internationalization
Changing business category

Question 16

What is rebranding?

Answer 16

forced choice, but also an opportunity to project distinctiveness and change (e.g. as a consequence of bad reputation)

Question 17

What is reputation?

Answer 17

damage or eradicate an established corporate brand and all the status and attachment consumers had to it

Question 18

Name choice: evolutionary

Answer 18

Makes explicit references to the previous identity. In the case of M&A (Mergers and Acquisitions), often it’s the sum of the previous names, or a reference to a change or evolution in product offer

Question 19

Name choice: revolutionary

Answer 19

Makes no references to the previous identity. Often used when e.g. the management of an organization changes OR there are bad connotations associated with the previous name (Meta)

Question 20

Notions about the psychology of names

Answer 20

1. name recall
2. name gender
3. name sounds

Question 21

Notions about the psychology of names: what can you tell about name recall?

Answer 21

Remembering a name for consumers is easier if:
- The name is somewhat familiar (it recalls something that exists, e.g. Apple)
- It has relevance (e.g. it connects to a product feature OR it doesn’t
- It links to advertised featured of the product (e.g. Softex for a brand of tissues)
Coming up with a new term that does not remind consumers of anything is per se the least memorable of options

Question 22

Notions about the psychology of names: what can you tell about name gender?

Answer 22

Feminine names are:
- Longer
- End in (-a, -e) vowel (klinker)
- Mostly made of vowel sounds (Nestlé)
Feminine brands are:
- Perceived as warmer, which leads to a better attitude
- Particularly successful in hedonistic products (vs utilitarian)

Question 23

Notions about the psychology of names: what can you tell about name sounds?

Answer 23

Two types of consonants (medeklinkers)
Voiceless: f, s, p, t, ch, sh, k
- Are perceived as sharper, faster, more performing
- Are perceived as more pure and clean
- Are connected to sharper objects
Voiced: b, g, l, m, n, d, y, z, w, sz
- Are perceived as rounder and warmer
- Mostly frequently used in dairy products, ice cream, chocolate snacks

Question 24

Country origin as branding | Lee (2019)
What is the research is about?

Answer 24

When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin.

Research question: does a foreign brand name influence people’s attitudes towards a product? What individual differences can moderate this relationship?

Question 25

Country origin as branding | Lee (2019)
What is processing fluency?

Answer 25

Ability of people to
- process information
- respond to it affectively

It improves upon expsoure, i.e. the more individuals are exposed to X, the more likely they will have a postive attitude to X

Question 26

Country origin as branding | Lee (2019)
What are the two determinanten of processing fluency?

Answer 26

Conceptual fluency and perceptual fluency

Question 27

Country origin as branding | Lee (2019)
What is conceptual fluency?

Answer 27

how easily X comes to mind (in concept, i.e. with words)

It improves if individual’s knowledge alligns with X

Question 28

Country origin as branding | Lee (2019)
What is perceptual fluency?

Answer 28

how easily can individuals recall X’s physical and visual characteristics

Question 29

Country origin as branding | Lee (2019)
Stereotypes and fluency

Answer 29

Conceptual fluency = elderly hetero couple, women is stirring food on the stove, tomatoes, garlic, olive oil (so this is in concept, i.e. words)

Perceptual fluency = warm light, oldschool kitchen, man has a moustache, looks hairy, wears a shirt and a hat (this is about the physical and visual characteristics)

Question 30

Country origin as branding | Lee (2019)
Brand origin and brand names

Answer 30

Because of stereotypes, brand origin is a powerful branding tool – likely to positively/negatively influence consumers’ attitudes. This is valid for categories of products (think: perfume/France) but also for entire industries

Brands might exploit processing fluency (= repeated exposure) and assign a foreign name to their product, hoping to gain better attitudes. If there is no FIT between origin and name, however consumers might not feel as positively about the brand

FIT between brand origin and brand name can have a positive effect on consumers attitude

Question 31

Country origin as branding | Lee (2019)
What are the results?

Answer 31

There is a country of origin effect, but this applies only to developed countries
This effect is reinforced by previous knowledge of the brand

BUT
“Technical” knowledge can overcome stereotypes around country of origin

Developed:
- in language of country, especially if consumers are familiar

Developing:
- name doesn’t matter
- target expert consumer to overcome the country of origin effect