dan_gines started this topic @ 08:17 on 20/04/2004
Buenos dias,
I'm looking at ideas for brand names, but i need one that will be understood by a variety of foreign nationals (ranging from Spanish, Chinese, Russian, Eastern European etc.).
Kind of hit a brick wall so may have to consider a different route, but any ideas you might have would be appreciated.
I was thinking of words/phrase that are understood across the globe ie. ok !
I think this may be an impossible task !
Cheers,
Dan
RE: brand name
marketeer | 20/04/2004 10:08 AM
It helps if you say what the product/service is. "brand" is more than just the name - it is the essence of what the product/service is, what it says to people and how they treat it. The name should flow from that rather than any dictionary trawling.
Try 'brainstorming' with a few friends what the brand should be then throw up a few names. Check to see they are able to be spoken and don't mean anything different in other countries. It is much easier to do this face to face with people than online as you can see the reaction on faces which is important.
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Marketeer
marketeer@lycos.co.uk
RE: brand name
dan_gines | 20/04/2004 03:26 PM
Hi Amanda,
I got the idea from some South African girls i work with - they're always reading the gossip/celebrity mags and whenever one of their friends goes home (to SA) they ask them to bring copies back.
I was obviously having a good day and i thought 'hey, what if they could buy these magazines here'. Turns out they can actually, but only if they make the effort to find them.
Lots of research later, i believe that there is a real market for not just South Africans, but also the many Spanish and growing Eastern Europeans here. I think that Chinese mags would be popular too - but haven't been able to draft up any chinese questions yet !
Pricing is an issue, as shipping is not cheap but it appears that most people would pay a little extra to get these mags.
Trying to think of possible business names which each nationality could identify with, but it ain't easy [V] -
I had an idea of having an very official business name (ie. international magazines...etc.) but then for each nationality having a sub brand. My original thoughts being characters for each country (ie. Diego for Spanish, Bruce for Australian, Yuri for Russian etc.).
For each market i target, i could use their specific character - what d'ya think ??
Dan
ps. sorry for the long email peeps - i'm in one of those moods today [
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RE: brand name
Clementine | 20/04/2004 05:13 PM
Dan,
Sounds like a good idea in essence. Regarding the character for each country - whilst I think it's a great idea, do you think there might be the chance that you are creating stereotypes which people might be offended by? I personally don't but was wondering if it's the best idea?
Something like the word 'YES' could be used, so English would be YES!, Germany would be JA!, France woudl be OUI!. I am not saying this is the best idea, but it is a nice positive word in every language, easy to create marketing gimmicks and phrases and is one syllable (which I think is important for memorising purposes'.
Just a thought....
Clem.
RE: brand name
dan_gines | 20/04/2004 05:43 PM
Clem,
very good point. It did occur to me about negative stereotyping too. You don't think i could get away with Pedro holding a big red flag, or Yuri drinking a bottle of vodka then ... [
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Similar to what you suggest, i spent a while looking at the short words/phrases (eg. ha !) but i found it all a bit too cheesy. I just can't seem to find something that really fits.
If i can't find anything emotive, i'll have to consider creating a new name altogether.
Cheers,
Dan
