How important is a brand name?

In a sense, it is extremely important. In another sense, it is of minor significance. Let me solve the puzzle!

A brand name is required for the same purpose a person requires a name: identification. Once a name helps to identify a product, the reputation of the product is gradually built upon its name over time. The name is gradually promoted and surrounded by its superiority, functionality, image and positive perceptions of customers. At the end, the name represents a meaning, an image, a perception that were absent on the day it was born and appeared in the market. It reminds me of the eternal truth in branding: “a brand is what it does”. What a brand does becomes an entangled element in its name.

Take the example of internet giant Yahoo! Now why do you think I have put an exclamation mark (!) at the end of yahoo brand name? The history is quite interesting. Its founders (Jerry Yang and David Filo) were refused patent for the brand name “Yahoo” because this name was then already patented to another company for barbecue sauce (“Yahoo barbecue sauce” by Ebsco Group). So Yang and Filo devised an idea to make it little different so that the legal barrier could be tackled. Writing “Yahoo!” is different from “Yahoo”, thus they got the patent registration. If you refer to the internet giant yahoo, you have to put the exclamation mark at the end because this is the registered brand name.

Getting back to the question: how important is a brand name? It depends more on what you do with that brand, less on how wonderful it means in the dictionary.

Today, which one do we know as Yahoo? Barbecue sauce by Ebsco Industries or internet giant founded by Yang and Filo? Now you got the answer!


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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5 Responses to How important is a brand name?

  1. soumya says:

    I suggest the famous quotation” what’s in a name?”. But again it is a fact that a brand name is definitly required in the first stage of branding for creating identity, but later what actually stays is its service or the quality through which it gets recognized

  2. We know that brand, which is eventually a name, represents something that must be superior in case of its functionality, service, image, and overall quality point of view. This is an obvious thing that a brand stands for against a brand name which people typically expect from. Let us guess that the quality of a product is so high but it does not reflect out of its name. I mean how it sounds against its superiority.
    Therefore, I think this is an integrated effort (such as ensuring superior quality as well as establishing an applicable name which will react like a buzzword in the mind of the customer) that we need to perform whenever we initiate a brand in the market.

  3. Rochell says:

    I don’t even know how I stopped up here, however I thought this post used to be great. I do not realize who you might be but definitely you are going to a well-known blogger for those who are not already. Cheers!

  4. I’m extremely impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you modify it yourself? Anyway keep up the nice quality writing, it is rare to see a nice blog like this one these days.

  5. Brand naming or Business naming should not taken for granted but to take focus on and give more attention. This will create that first impression to any business that is why starters like me should take a moment and be sure to have all set as described in this article.

    Very informative and helpful!

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