Technology

Vocational Livelihood 12
Shielded Metal Arc Welding

Quarter 3
Self-Learning Module 12
TITLE : DEVELOP A BRAND FOR THE PRODUCT.
Writer : Antonio F. Quines
Reviewer : Orlando A. Joven Jr (Validator)
Cerina Galoy (Grammarian)
 EXPECTATIONS

At the end of this module, the learners will be able to:

1 identify the benefits of having a good brand;

2 enumerate recognizable brands in the town/province; and
3 appreciate the criteria for developing a brand and generate a clear appealing
product brand.

PRETEST

PRE TEST

TRUE/FALSE

Directions: Read each statement below carefully. Write T if you think a statement it
TRUE and F if it is FALSE in the space provided before each number.

_______1. Don’t name your business after yourself.

_______2. Use a name that will scale to fit future products.
_______3. In naming a product one of the thing to consider id Keep it simple and
conceptual.
_______4. Choose a brand name that’s meaningful to your customers.
_______5 A good name should make someone smile or nod, not scratch their head
in confusion.

RECAP
1. What are the 5 Simple Ways to Identify Business Ideas?
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 LESSON

Selection Criteria for Naming a Brand

When the time comes in your business life cycle to name a brand, it’s not a task to
take lightly. A brand name represents a promise to consumers and differentiates
the value your brand offers from competitors’ brands. More importantly, you need
to take yourself out of the brand naming equation entirely because it doesn’t matter
if your brand name makes sense to you. It really only matters if your brand name
is meaningful to consumers. When it comes to finding a great name for a business,
brand, product or service, it really comes down to this: A good name should make
someone smile or nod, not scratch their head in confusion.

Naming a Business

1) Don’t name your business after yourself. As tempting as that might be, the name
is essentially meaningless to your future customers and evokes nothing about your
business. What’s more, many names are hard to pronounce, spell or remember.
One exception: If your name lends itself to clever word play such as a consultant
named Steven Lord who call’s his business “Lord Knows.”
2) Don’t date your business name. If you select something trendy or numerical (i.e.
Women 2.0) the name might appear dated in a few years. Stick to names that can
withstand the test of time.

3) Use a name that will scale to fit future products. As Eat My Words notes, you
don’t want to outgrow your business name. For example, if Amazon.com – which
originally sold only books -- had named itself Bookstore.com, they’d have painted
themselves into a corner that would have made it difficult once they started selling
anything and everything.

4) Your name doesn’t have to convey trust and credibility. That’s something you
build through your logo design and marketing materials. If you try to build that
into your name, you’ll likely end up with some hopelessly boring options.

Naming a Product

1) Keep it simple and conceptual. According to Eat My Words, basic yet powerful
words make for the best product names. A few they’ve created include a travel
make-up kit named Dash; an all-natural energy drink called Bloom; and a line of
gourmet dips for kids called Monkey Dunks.
2) Avoid acronyms. You should only expect people to remember one name, not two.
Brand your product with a full name and let the acronym be something you only
use internally.

3) Name you product before your company. That’s not always possible, of course,
but if people only remember one thing, it’s better they remember the name of the
thing they will actually be buying (and searching for online).

4) Select names that work as a family. Apple, for example, created a family of
products that all fit together by using the same naming convention around “i”
including iMac, iPod, iPhone, iTunes and iPad, among others.

Naming a Brand

1) Define the personality of your brand in three words that will be your acid test.
When Alexandra Watkins was naming her naming agency, she wanted to convey
that the brand was “playful,” “creative” and “unexpected,” which lead her to Eat My
Words. Something like ABC Name Bank simply wouldn’t have cut it.

2) Your brand name should be spelled exactly how it sounds and be easy to
pronounce. This certainly bucks a popular trend these days, but if you don’t follow
this rule you’ll be constantly telling people how to spell or pronounce it. Your brand
should be approachable – not something people struggle with and are embarrassed
to try and pronounce.

3) Choose a brand name that’s meaningful to your customers. Names with hidden
meanings or foreign phrases can’t stand on their own, and you won’t always be
there to explain. Each time you have to explain what your name means you are
apologizing for it.

4) The name should create a picture in the customer’s mind. That’s because people
remember pictures more easily than they remember words or letters.

Step to name a brand

1. Develop Your Brand Strategy

You should not name a brand until you develop your brand strategy. How can you
know if you’re choosing the right brand name if you don’t know what that brand’s
unique value proposition, brand promise, and strategic direction are?

2. Research the Market, Competitors, and Consumers

You need to fully understand your market before you can create an effective brand
name. Do your research and learn what brand names your competitors are using
and how consumers feel about those brand names. Identify gaps and opportunities
and develop a brand name that fills those gaps and leverages those opportunities.
3. Identify the Message Your Brand Should Communicate
Once you understand what already exists in your market from your competitors
and what consumers want from brands in that market, you can refine your brand
position. Use that position along with your brand promise to develop the best brand
name possible. Furthermore, identify your brand’s unique personality and create a
brand name to match.

4. Brainstorm without Judging

Gather your team together and start brainstorming! There are no bad ideas this
early in the process, so go for quantity. Even the most off-the-wall idea should be
accepted and not judged. You never know what crazy thought could spawn the
perfect idea! Look at your brand from all angles; focus on each benefit; consider all
audiences; and make that list as long as you can. Be sure to include consumers
and unbiased third parties in your brainstorming process if possible.

5. Create a Short List

Use that long brainstorming list to develop possible brand names, and narrow that
list of possible brand names down to 10-20 of the best. Make sure the short list of
brand names you create includes names that can last through market changes,
brand extensions, geographic expansions, trends, fads, and so on. You should
create a brand name that can stand the test of time, because you never know
where the world, the market, consumers, competitors, and you could go in years to
come.

6. Trademark and Domain Name Availability Search

Research the availability of each of the brand names on your short list for
trademarking. You don’t want to launch a brand and receive a cease and desist
letter a few months (or years) later telling you that someone else already owns that
trademark so you have to stop using it. Also, check for domain name availability.
While it’s very possible that the exact domain name for your brand name won’t be
available, you need to know early if there are no acceptable alternatives available.

7. Create a Shorter Short List

Based on your trademark and domain name research, shorten your brand name
short list even further. Try to narrow it down to 5-10 of the best options.

8. Develop Brand Marketing Mock-ups

Create logo, ad, business card, and package mockups using the brand names on
your shortened short list. Make sure each brand name looks good visually and
sounds good when spoken out loud. A brand name might sound great on a short
list, but when you put it in a radio ad or on a package design, it might not work at
all.

9. Test Your Brand Marketing Mock-ups

When you’ve got your short list brand marketing mock-ups ready, test them
through consumer research. Find out which choices resonate well with your target
audience and which do not. Through this testing, you should be able to determine
which brand names are best, which need tweaking, and which need to be tossed
immediately. It’s also possible that the testing phase will teach you that you need
to go back to the drawing board and come up with a completely different brand
name.

10. Roll out and Monitor Your Brand

Once you settle on a brand name, launch it and use it consistently across all
customer touch points. Be sure to conduct ongoing research and monitoring to
ensure your brand name is well-received. Remember to stay tuned for my
upcoming post about product and brand name research.

Primary brand name selection criteria.

1. Good fit with customer and company culture and positioning

- Name must be attractive to its intended audience, and to your own employees.

2. Trademark available
- The new name may not be registered by other companies. A trademark check
must be performed in all countries where the company intends to operate. Also
check similar sounding names.

3. Domain name available

- Ideally, the top-level domain names (com, net, org) and geographical domains (eu,
be, nl, de, id, etc) are available for the chosen new brand name.
- Selecting a new brand for a combined company present an opportunity to make
the domain names reflect the real company name instead of the combined former
names. Old domain names should be kept, and must automatically redirect to the
new domain. Note : it is good practice to put up a page with message about the
name change, before redirecting to the home page of the new site.
- Also check social media sites (Twitter, Facebook, Google+, Foursquare, etc)

4. Few Google ("phrase") search results

- Search for your name in Google (both with and without double quotes around it).
The lower the number of search result the better, since this improves the chances
that your company site will appear in the first page of search results. Note that a
large majority of searches never look beyond the first page of Google search results,
so getting a first page position is crucial for potential customers to find you quickly
and easily (as you well know)

5. No negative connotations
- Ensure the name does not have negative meaning, also in other languages (e.g.
"Chevrolet Nova", which meant "does not work"

6. Contains clear indications of origin, brand value, or unique advantages

- The name must be attractive to its intended audience (customer, employees,
partners) and contain hints of aspirational brand values, brand positioning, unique
product advantages, or service characteristics.
7. Easy to pronounce in major languages, and sounds good
- The name must be easy to pronounce, and must sound similar, in all major
languages English, Spanish, French, German, etc. Also, the name must sounds
"likeable" to its intended audiences.

8. Easy to spell correctly

- Imagine your name appears in a radio or is pronounced during a phone
conversation. Will it be easily remembered? Will it be spelled correctly when people
want to search for it in Google? For example, almost nobody makes a mistakes in
the spelling of the name "Nivea" when they hear in on radio. Make sure your name
is spelled right upon first hearing it.

9. Easy to remember.
- No more than 3 syllable, makes the name easy to pronounce and remember.

10. Can be used as a verb

- A name will spread more quickly when people start using it as a verb. For
example, in the USA people do not photocopy document, they "xerox" it. "Can you
google that?", has also become a common expression"

11. No acronyms
- People remember names which look like real words much better than acronyms.
For example, "Donna Karan" is easier to remember than "DKNY"

12. Begins with the letter A.

- If need to choose between good names, and one of them starts with the letter "A",
than pick that one. For in order to rank high in alphabetical listings (e.g. in
business directories, trade show catalogs, etc), the new name ideally starts with the
letter "A"

http://dotugo.com/
 ACTIVITIES

ACTIVITY NO.1: ENUMERATE ME

Directions: Enumerate the different criteria for naming business, product, and
brand on the diagram below. Write your answer on the spaces provided

ACTIVITY NO.2

Directions: Enumerate the 10 step to name a brand.

10 step to name a brand

1
2
3
4
5
6
7
8
9
10
 WRAP-UP

Today you have learned many things about Selection Criteria for Naming a Brand,
now in paragraph form summarize what you have learned.

__________________________________________________________________________________
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VALUING

Now that you’ve learned the Selection Criteria for Naming a Brand. Write your
thoughts below:

1. What is the importance of knowing the Selection Criteria for Naming a

Brand?

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POSTTEST

POST TEST
Directions: Complete the missing words in the 10 steps to name a brand.

1. Develop Your Brand ______________

2. Research the, _______________Competitors, and Consumers.
3. Identify the Message Your Brand Should ______________.
4. Brainstorm without _____________.
5. Create a.
6. ______________and Domain Name Availability Search.
7. Create a Short List.
8. Develop Brand ____________ Mock-ups.
9. Test Your Brand Marketing ____________.
10. Roll out and _____________Your Brand
 KEY TO CORRECTION

5. TRUE
v 4. TRUE
3. TRUE
2. TRUE
1. TRUE
PRETEST

10. Monitor
9. Mock-ups
8. Marketing ACTIVITY 2
7. Shorter
6. Trademark
5. Short List
4. Judging
e
3.Communicat
2. Market
1. Strategy
POST-TEST

ACTIVITY 1

REFERENCES
Department of Education (2018). Technology & Livelihood Module 1 Learner’s
Material, IA- Shielded Metal Arc Welding (SMAW) First Edition,

Department of Education (2008). Competency-based Learning Material (2nd Year),

Shielded Metal Arc Welding (SMAW) NC-1, Module 2 Preparing Welding Materials.
https://www.wcwelding.com/welding-techniques.html

http://dotugo.com/