How Convenience is Driving Beverage Choices in the U.S.

Unfortunately, especially in business-to--business, poor stereotyped names are rather common. Thousands of companies go under the following name: "Net," "Sys," "Tech," "Tel," and "Pharm." They clearly reflect what they are meant to be, but if such elements are used excessively and start to become cliches, they lose their originality and fail to set apart. This lack of uniqueness makes it challenging to correctly place a brand as the name is not memorable and can be easily confused with the brands of other rivals. Though many companies especially those in the B2B sector find it appealing to utilize such stereotype names, these should be avoided. Finding the proper combination of linked or unrelated brand identities becomes more challenging the more complex a company is in terms of divisions and operational operations. A confusing "mish mash" of brand names that might or might not be tied to the branding of the parent company is the worst of all. Businesses can brand themselves using several kinds of names Another choice is to use descriptive titles that really capture the core of the company, as British Airways, Airbus, Caterpillar, Deutsche Telekom, International firm Machines, and General Electric. 

Current practice for companies who have grown outside of their original brands. 

Similar acronyms are used by many commercial companies to identify their brands. Apart from IBM, BASF, BBDO, DHL, HP, HSBC, LEK, SAP, and UPS are among the other companies. One main drawback of such names is their poor recall value. People find it more and more difficult to recall and differentiate among the ever growing number of acronymic names. several people, for instance, are not familiar with the letters EADS (European Aeronautic Defense and Space), hence they mistakenly connect it with several different fields. These names are unconnected hence they need major promotion and education of their target audience about who they are. This applies also to the next kind of name.fabricated names - These neologisms are totally imagined. Designed brand names are Accenture, Agilent, Exxon, Lanxess, and Xerox. Obviously, such abstract names are legally protected, quite unique, and easily identifiable. Furthermore more remembered than ordinary names are those unusual ones. A well-selected name for a company, good, or service might be equally crucial than the brand itself. People's impression of the brand directly comes from the name. Every day, in emails, business cards, brochures, websites, packaging, we come across and read countless brand names. All kind of correspondence between a business and possible customers will show the brand name. A poor brand name might compromise marketing initiatives by confusing memory problems or pronunciation challenges. At last, a brand name captures all the promises and ideals of a company. The name of a brand must be always clearly visible. Analogues. Using things, places, creatures, processes, legendary names, or foreign words as their basis, metaphors point to a particular quality or element of a company, good, or service. 

Choosing a name fit for the world is challenging. 

Errors still happen today even with the availability of several practical tools and global brand libraries. For instance, the two American gas companies Houston Natural Gas and Inter North of Omaha called the new business Enteron. As intended, the name attracted a lot of interest, but for the wrong reasons: enteron originates from the Greek phrase meaning "male anus." This led to the firm changing its name quickly to Enron. Since "no va" in Spanish means "it doesn't go," the Chevy Nova disaster the car that wouldn't go is a well-known case study of a marketing mistake. Still, this is an urban myth never really true. With the Nova, Chevrolet did pretty nicely in Latin America. Since Nova does not sound exactly like "carpet" and "car pet" in English, customers did not mistake it with "no va". No English speaker can see how the two might be merged into English. Apart from surprise connotations in several languages, global brand names could be challenging to say. Some companies, like the German company Hoechst (pronounced simply Herkst) and the Korean company Daewoo (pronounced De-Ou), have even launched extensive marketing campaigns to teach their customers how to pronounce their brand names. Early in the 1980s, when companies with names like IBM, NEC, and DEC dominated the computer sector, a new rival aimed to set itself apart from the chilly, unapproachable, sophisticated impressions shared by the others. Try to guess the name chosen. Right, Apple. For the business, the "Byte into an Apple" metaphor was rather successful. One can blend particular forms using several approaches. Founded GE in 1890, Thomas Edison's trademark designations consist in both the acronym and the textual description form. 

Symbol.

The logo captures the "graphic look" of a corporate name or brand. Small and medium-sized companies too frequently adopt a logo that clearly reflects the work of a friend or relative deemed to have artistic ability. Although basic frugalism is a virtue, skimping on the brand design of your business is obviously not worth the effort. A logo is lost opportunity if it does not clearly and eloquently reflect what the business stands for. A good logo meets functional and graphic criteria. Brand architects have to take the whole picture if they are to achieve this. Corporate values and attributes have to be clearly reflected in the logo and brand and should be securely included into the larger marketing strategy. One can apply this to all facets of the visual character of a corporation. Establishing a powerful visual image for a company will produce not only a name display but also a long-lasting impression linking consumers with your brand. Still, symbols are quite important since people find images and symbols more appealing than anything else. There is great scientific validity in the adage "one picture is worth a thousand words". A strong logo can give the corporate brand consistency and structure, therefore facilitating recognition and recall of the organization. Especially in the B2B industry where complex functional benefits must be vividly and memorably presented, a quality or value is more easily communicated with a symbol than with factual information. Operating in business to business, Oracle is a company that has effectively adopted a symbolic brand identity. Metaphors are quite good for setting you apart from the competitors. The easiest to design and fairly capture the goals of the organization are descriptive names. Sadly, in terms of future goals, they can be fairly constrictive.