The brand name: corporate identity

The brand name: corporate identity

The best-known brands around us regularly engage in fame and visibility battles. We sometimes think that we are not fooled when we are consumers or customers of them, and yet …

To be convinced of this, we can cite two exploits that took place almost in quick succession:

The first, that of the jump from the stratosphere by Felix Baumgartner sponsored by

the Red Bull brand. A free fall of more than 39 km in height, but above all, an over-media coverage of the event will have monopolized the attention of hundreds of millions of viewers and recorded more than 37 million views on Youtube.

A windfall for the brand which spends without counting to establish its reputation as an energy drink.

The second, the same performance, but this time sprayed by Alan Eustace in October 2014 with a jump of more than 41 km high.

Who will have remembered the name of the second? Few people. Why? Because the latter has achieved his feat for his account and will not have benefited from the firepower of a brand ready to do anything to display its name on a planetary level?

The brand, a long-term distinctive sign.

When creating a brand name, the goal of longevity should always be kept in mind.

Legal vagaries or regulations could indeed break a good momentum as seen for the Otto Office brand in France, which however managed a very good big gap.

However, some brands have to change their names for various reasons, as explained by Julie de La Brosse in the magazine Expansion.

How does a brand name come about?

Sometimes the development of a brand name is the subject of hard work by specialized companies. We can cite the Nomen agency which has created from scratch brands such as Areva, Velib, Thalès.

The advice of Marcel Botton its president:

  • Be timeless (watch out for trends)
  • Do not describe the product, because it can evolve by keeping the same brand name.
  • Pay attention to translations (the pronunciation of a name can be laughable abroad)
  • Using the association of simple and common words can be a good tip (Facebook, Youtube)

But some brand names have much simpler origins, as reported by

Journal Du Net for some of them. For example, who knows that the 3M brand (well known for adhesives) is a shorthand for M Minnesota Mining & Manufacturing which dates from the time when the company extracted rock to make abrasives.

What risks does the company take by using the name of its creator?

Pierre Cardin, Alain Afflelou, Chantal Tomass, and Insurance noon these names easily resonate in our ears. But using your name to create your brand remains risky.

This choice flatters the ego of its creator, but when the business changes hands or associates take on a major role in the business, the effects can be difficult to manage.

We can take the example of Chantal Thomass who will not be able to use her name for fashion creations before 2035! Quite simply, because the Japanese who bought the brand have the right to use it until that date.

Closer to very small businesses, we can cite the experience of a young Canadian entrepreneur who had to regret her first choice of business name.

To conclude

The brand can achieve a level of notoriety that brings it real financial value. For some companies, it can even become the first intangible asset.

Experts consider, for example, that it represents more than 65% of the value of the company for Chanel and up to 80% for Nike.

Each company in the process of being created must therefore take a very serious look at the creation of its name or that of its brand because its future success could make it the major lever of a successful marketing strategy.

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