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+ Nuts and bolts of name research
+ What name research can accomplish
+ How to prepare for research
+ Different research methodologies
+ Pitfalls to avoid when designing research
  and interpreting data




                                              1
Naming: A high-stakes game

+ Trademark clearance
+ Linguistic reviews
+ Registration of domain names
+ Positioning
+ Visual identity




                                 2
Why validate a name?
+ To determine whether a name accomplishes its purpose:
   + Distinctiveness
   + Consideration
+ To understand how a name affects perception:
   + How does it contribute value to the brand?
   + What is the brand personality that the name helps to create?
   + Does the name help the brand stretch (e.g., price tiers, need states,
     different product categories)?
+ To mitigate risk (e.g. perform a disaster check)
+ To help inform the rationale for a name decision and overcome
  factors that can sway decision-making:
   + Biases
   + Internal politics
   + Idiosyncrasies
                                                                             3
Scenarios in which name research is useful

+ Merger or acquisition
   + When a new company name is a possible outcome, you can
     determine the equity of that name and how it maps to the equity of
     the existing company brands
+ Complex issues surrounding brand architecture
   + The ability of a name to encompass different price tiers or need
     states
+ Regional performance of various names
+ Competing agendas or company politics
+ Consensus-driven corporate culture




                                                                          4
What name research should not be used for

+ To pick a ―winning‖ name
+ To determine the likeability of a name
+ A means of soliciting ideas from consumers
+ When options are so similar or extremely literal



                                           Which do you prefer…
                                           - “I.Q.”
                                           - “Smart” OR
                                           - “Professional” ?




                                                                  5
Associations
Thoughts, feelings and
imagery that people tie to
words




                             6
Dimensionality
Greater dimensionality is a key
indicator, at face value, of a
name’s ability to be memorable
and engage consumers at an
emotional level



                                  7
Flexibility
The more flexible a name is, the
easier it is to adapt to different
product line extensions or price tiers
Names with greater flexibility can
provide companies with more up-
market (or down-market) stretch


                                         8
Value
contribution
How well the name contributes value to
the concept, category or brand




                                         9
Messaging,
voice and
positioning
Developed from the language people use to
describe their needs and the personality
traits they assign to the brand
                                            10
Emotional
engagement
How a name makes a person feel




                                 11
Pronounceability
How can you remember (or recommend)
a product if you can’t say it?




                                      12
Auditory
resonance
How a name sounds and whether the
name matches people's perception of
the product or category



                                      13
Consumer
needs
- Functional and emotional benefits
- What drives preference
- How you measure up



                                      14
Linguistic
check and
trademark
search

             15
Brand
architecture
- What role it will play in naming
- Competitor/category naming conventions




                                           16
The pros and cons of different methodologies

It is important to remember that, regardless of the methodology
you choose, qualitative thinking drives name research

 Qualitative                      Quantitative
+ Explores respondents’           + Results are projectable
  perceptions, feelings and the     (representative of the entire
  associations they have with       population being researched)
  particular words and brand
                                  + Confers statistical rigor and
+ One on one (IDI) format           validity

+ Respondents can fully           + Can also be more time- and
  interact with stimuli             cost-effective



                                                                    17
Eliciting feedback–the phased reveal

+ Round I: The name at face value
+ Round II: The name in context
+ Round III: Association with the corporate brand




                                                    18
Certain names may test better than others

Coined words                  Evocative words           Suggestive words
(Kleenex)                     (Cloud tissues)           (SofTish tissues)

+ ―Made up‖ means             + Rich range of           + Literal and more
  these can be difficult to     associations              familiar, so tend to
  connect with functional                                 perform better
  attributes                  + Tend to engage,
                                support an experience   + Require less ―thinking‖
+ Can be more                                             or interpretation
  distinctive (implications   + Not as transparent as
  for trademark                 suggestive names        + May not stand out
  clearance and domain
  name searches)

+ More ambiguous =
  more flexible

+ Less polarizing

                                                                                 19
Context is important…

+ Ecological validity is critical
+ Without it, our understanding of human perceptions and
  decision-making is flawed
+ Notional applications (e.g., a business card, an advertisement)
  contribute to what is being communicated about the product,
  so they should be tested when possible




                                                                    20
With brand attributes, more doesn’t
mean better
+ Names should deliver on the characteristics that your product
  or company wants to be associated with
+ But names alone do not need to convey all the desired
  attributes
+ Look also to typography, logo, in-store experience and
  advertising




                                                                  21
Memorability is good, but difficult to measure

+ You need to be top-of-mind if you want people to buy
+ High imagery names are easier to remember than low
  imagery names
+ Memorability can lead to greater word-of-mouth sharing,
  making it cheaper to build brand awareness
+ But true testing requires a time lapse, ideally when the
  decision-making takes place




                                                             22
Brands and categories fit differently

+ ―Fit to brand‖ and ―fit to category‖ are typical metrics
+ But ―fit to category‖ can be at odds with differentiation
+ Differentiated ideas are initially disliked by people because
  they are unfamiliar




                                                                  23
Key takeaways

+ Name research can reveal what a word does for a brand
+ It can also mitigate risk
+ But it is critical to understand what research can and cannot
  achieve
+ If done well, research can provide insight into:
   + What associations words can create—be they imagery,
     sounds, feelings or experiences
   + How people respond to particular words
   + The impact of a name on their relationship to your product,
     service or corporate brand



                                                                   24
What's in a Name?

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What's in a Name?

  • 1. The next 60 minutes + Nuts and bolts of name research + What name research can accomplish + How to prepare for research + Different research methodologies + Pitfalls to avoid when designing research and interpreting data 1
  • 2. Naming: A high-stakes game + Trademark clearance + Linguistic reviews + Registration of domain names + Positioning + Visual identity 2
  • 3. Why validate a name? + To determine whether a name accomplishes its purpose: + Distinctiveness + Consideration + To understand how a name affects perception: + How does it contribute value to the brand? + What is the brand personality that the name helps to create? + Does the name help the brand stretch (e.g., price tiers, need states, different product categories)? + To mitigate risk (e.g. perform a disaster check) + To help inform the rationale for a name decision and overcome factors that can sway decision-making: + Biases + Internal politics + Idiosyncrasies 3
  • 4. Scenarios in which name research is useful + Merger or acquisition + When a new company name is a possible outcome, you can determine the equity of that name and how it maps to the equity of the existing company brands + Complex issues surrounding brand architecture + The ability of a name to encompass different price tiers or need states + Regional performance of various names + Competing agendas or company politics + Consensus-driven corporate culture 4
  • 5. What name research should not be used for + To pick a ―winning‖ name + To determine the likeability of a name + A means of soliciting ideas from consumers + When options are so similar or extremely literal Which do you prefer… - “I.Q.” - “Smart” OR - “Professional” ? 5
  • 6. Associations Thoughts, feelings and imagery that people tie to words 6
  • 7. Dimensionality Greater dimensionality is a key indicator, at face value, of a name’s ability to be memorable and engage consumers at an emotional level 7
  • 8. Flexibility The more flexible a name is, the easier it is to adapt to different product line extensions or price tiers Names with greater flexibility can provide companies with more up- market (or down-market) stretch 8
  • 9. Value contribution How well the name contributes value to the concept, category or brand 9
  • 10. Messaging, voice and positioning Developed from the language people use to describe their needs and the personality traits they assign to the brand 10
  • 11. Emotional engagement How a name makes a person feel 11
  • 12. Pronounceability How can you remember (or recommend) a product if you can’t say it? 12
  • 13. Auditory resonance How a name sounds and whether the name matches people's perception of the product or category 13
  • 14. Consumer needs - Functional and emotional benefits - What drives preference - How you measure up 14
  • 16. Brand architecture - What role it will play in naming - Competitor/category naming conventions 16
  • 17. The pros and cons of different methodologies It is important to remember that, regardless of the methodology you choose, qualitative thinking drives name research Qualitative Quantitative + Explores respondents’ + Results are projectable perceptions, feelings and the (representative of the entire associations they have with population being researched) particular words and brand + Confers statistical rigor and + One on one (IDI) format validity + Respondents can fully + Can also be more time- and interact with stimuli cost-effective 17
  • 18. Eliciting feedback–the phased reveal + Round I: The name at face value + Round II: The name in context + Round III: Association with the corporate brand 18
  • 19. Certain names may test better than others Coined words Evocative words Suggestive words (Kleenex) (Cloud tissues) (SofTish tissues) + ―Made up‖ means + Rich range of + Literal and more these can be difficult to associations familiar, so tend to connect with functional perform better attributes + Tend to engage, support an experience + Require less ―thinking‖ + Can be more or interpretation distinctive (implications + Not as transparent as for trademark suggestive names + May not stand out clearance and domain name searches) + More ambiguous = more flexible + Less polarizing 19
  • 20. Context is important… + Ecological validity is critical + Without it, our understanding of human perceptions and decision-making is flawed + Notional applications (e.g., a business card, an advertisement) contribute to what is being communicated about the product, so they should be tested when possible 20
  • 21. With brand attributes, more doesn’t mean better + Names should deliver on the characteristics that your product or company wants to be associated with + But names alone do not need to convey all the desired attributes + Look also to typography, logo, in-store experience and advertising 21
  • 22. Memorability is good, but difficult to measure + You need to be top-of-mind if you want people to buy + High imagery names are easier to remember than low imagery names + Memorability can lead to greater word-of-mouth sharing, making it cheaper to build brand awareness + But true testing requires a time lapse, ideally when the decision-making takes place 22
  • 23. Brands and categories fit differently + ―Fit to brand‖ and ―fit to category‖ are typical metrics + But ―fit to category‖ can be at odds with differentiation + Differentiated ideas are initially disliked by people because they are unfamiliar 23
  • 24. Key takeaways + Name research can reveal what a word does for a brand + It can also mitigate risk + But it is critical to understand what research can and cannot achieve + If done well, research can provide insight into: + What associations words can create—be they imagery, sounds, feelings or experiences + How people respond to particular words + The impact of a name on their relationship to your product, service or corporate brand 24

Notes de l'éditeur

  1. DimensionalityThe RANGE of associations people have with particular words…what kind of EXPERIENCE a product by this name will deliverLevel of engagement—how extensible a word is, how rich in meaningQUANTITY AND QUALITY of associations (positive, negative or neutral) are critical
  2. DimensionalityThe RANGE of associations people have with particular words…what kind of EXPERIENCE a product by this name will deliverLevel of engagement—how extensible a word is, how rich in meaningQUANTITY AND QUALITY of associations (positive, negative or neutral) are critical