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First, let us agree that...
...brand — it’s not a name or a logo.
Brand is an overall idea people have [about something].
(in this case — about Lufthansa)
Logo + name = trademark
(it can be patented and sold)
not a brand.
It’s just a trademark.
Brand is what
when you see this.
Brand = mental concept. It matters because
ideas determine attitudes and actions of people.
While everybody thought that earth is ﬂat
nobody even tried to circumnavigate it!
Name is important
because it is the ﬁrst touchpoint [with brand].
Name is not a brand.
But name helps a brand to come into being.
From associations a name creates
people make their judgements
about the entity it represents.
Company “Integrated Electronics” shortened its
name to much more attractive “Intel”, and then
started to label products with sticker “intel inside”.
This move attracted customers because products
were differentiated in a meaningful way
and seemed more desirable.
As a result sales grew
and competition was beaten.
Names have associations.
Names attach associations.
Name alone is able to create a powerful brand.
Name Stalin (from russian “stal” = “steel”) impresses
and creates respect many times more efﬁciently as Jugashvili.
Was born as:
Name — it’s like a hook in your mind.
All experiences and emotions
that belong to a brand hang on that hook .
If something goes wrong
company can change its
name and thus get rid of
To sell a brand = to sell a name.
The value emerges from the position
brand possesses in peoples minds.
Position in mind = money and value.
Name is at heart of any brand.
If you do not know the name of those tasty apples
how can you ever ask for them again?
...a name must be able
to get noticed and be
Name should be super informative.
And at the same time — super short.
Name can become a ﬁrst and
best ad for your brand
because repetition and
repetition and repetition again
and again — advertises.
And what if a name could
communicate your value
proposition to client?
Lazy names do not work.
If people do not see their
gains or do not understand
what they are being offered
in a seconds glance —
your chances to sell
Beware of meaninglessness.
If a name does not tell anything, does not
create clarity, does not deliver information or
at least — does not sound interesting — it’s
But ﬁnding a good name
is not enough.
You still have to prove
you’re worth it!
In the world of
branding it’s not
possible to be who
Brand must be true,
because it’s a
promise. And brand
must keep its
promise and deliver
on it everywhere and
Branding — that means
ﬁnding your unique competency.
And focusing on it always and forever.
Name must accord with
who you are and what you offer.
Brand name = brands unique essence succinctly formulated.
Ask yourself — what do we want people
to think about the speciﬁc entity?
This is what the brand name has to reﬂect.
Do not try to catch a black
cat in a dark room — ﬁrst
ﬁgure out what you want to
communicate and then
think about the exact
And if everything does not ﬁt in a single brand name,
remember that you can use a tagline.
Or professional consultation.
Let me know if You need my help.