Brand Strategy 101: Terminology
Brand Strategy 101: Terminology
We’re starting a series of posts dedicated to terminology. Why? Well, because our clients always ask how we define or approach certain challenges. And it can be tough; especially because different branding firms define words in different ways.
And, brand strategy terms seem to be the most puzzling and sometimes, overwhelming. So, here are a few words we use (and hear) the most – with a little insight into how we define them.
Brand
More than just a name or logo, a brand is…your reputation. It’s the sum of all of the experiences people have with you, what makes you different, a promise to and the place you own in the hearts and minds of your customers and your internal (employee) mantra.
Brand Strategy
Brand strategy is a long-term plan for the development of a brand within its market. Brand strategy is the foundation for and creates consistency across all marketing programs. Strong brands have a well-developed brand strategy that complements the business strategy and drives everything from communication to brand alignment within a portfolio.
Brand Strategy at Addison Whitney
We think of brand strategy as the evaluation and definition of long-term strategy to position brands for success. A client could be looking to define who it is, how its brands relate to one another, how to name its products or how to communicate about its brand, and we approach it all with a passion to find the right solution. We know each client faces its own unique challenges and a strong brand strategy outlines a clear path to guide the client through long-term success.
Brand Equity
Brand equity is the current value and goodwill that a brand has earned in its market. Equity can be measured by:
- Awareness: recall and familiarity of the brand
- Associations: images current and potential customers associate with the brand
- Loyalty: willingness of customers to repurchase and recommend
Brand Positioning
Positioning is a brand’s one big idea, what it can rally around. It’s important and believable to audience members, differentiated from competitors and sustainable in the long-term.
Brand Messaging
Brand messaging organizes and prioritizes the most relevant information and outlines how internal audiences should communicate the brand positioning to key audience groups.
Brand Architecture
The overarching strategy that outlines the role and relationship of brands in the portfolio is brand architecture. When companies acquire other brands or organizations, architecture can become muddled and confusing. A clear brand architecture builds a company’s brand from the inside, out.
Last, but not least…
Nomenclature Strategy
Nomenclature is a way of describing the strategy and guidelines for how to extend brand names within a portfolio. This strategy ensures product or service naming is consistent and makes sense to target audiences. It also provides clear direction for future naming decisions.
Apple’s iPod reflects a somewhat easy-to-understand example of nomenclature strategy. The nomenclature is the extension of the iPod name, so currently, the portfolio includes the iPod shuffle, iPod nano, iPod touch and iPod classic.
So, that’s our vocabulary class for today. Hopefully, we’ve been able to clear up a little of the confusion relating to brand strategy terminology. We’ll continue these types of posts with each of our departments in the coming months!
Branding Pharmaceutical Drugs in China
Did you know according to the Chinese Association for Pharmaceutical Equipment group that the Chinese pharmaceutical industry has been growing at an average annual rate of 16.72% over the last few decades?
And that growth isn’t going to slow down anytime soon.
China stands at the cusp of a modern society with an increasingly affluent and growing population. And it’s this growing population that is demanding better services and quality of life – but how will this impact the pharmaceutical industry in China – particularly in regards to branded pharmaceutical drugs?
Not just in the pharmaceutical industry, but for all industries across the board, China has become the must win market. An aging population, increasingly affluent younger population, and the rise of diseases in China all create an emerging need for drugs, which is why The IMS Institute has predicted that by 2016 China will overtake Japan as the second largest pharmaceutical market in the world. So it’s no wonder why billions of dollars a year are being invested in the country.
Many foreign players such as AstraZeneca, Pfizer, Bayer and GSKhave already established themselves firmly in the market and are expanding their services regularly within the country. But with the entry of foreign players in the industry, the competition amongst these players will continue to increase. China has more than 5,000 pharma companies, and in 2010 was the leading country filing pharmaceutical trademarks – even beating out the United States, one of the most mature pharmaceutical markets by nearly 10,000 trademarks filed. Even though China is the global leader filing pharmaceutical trademarks, the majority of the drugs manufactured in China are generic. But as China’s consumer mindset continues to mature and grow, so will the branded pharmaceutical sector.
Why the continued growth?
Specifically for pharmaceuticals, powerful product brand names are important tools to offset competitive pressure from generics and to build customer loyalty. Though heavily regulated by state legislations, in China’s case the SFDA, brand naming for pharmaceutical products is unique, and can greatly affect marketing decisions.
In highly competitive environments, a strong brand will rise above the clutter and demand attention. With a strong brand, you secure a unique position of credibility in the consumer mind, have more influence on your market and motivate customers to purchase from you.
From a marketing perspective, brand naming for a pharmaceutical product may take into consideration aspects such as the chemical/biological nature of its active ingredient, composition/formulation, therapeutic indication, associated medical condition, benefit and adherence to the corporate identity.
From a communication point of view, pharmaceutical branding specialists must decide whether to focus on the functionality or the end-user benefits. It is also from the same angle that pharmaceutical naming is usually considered of great complexity, as most of the time, both audiences should be targeted.
Chinese regulations on pharmaceutical drug naming frown upon utilization of characters that are either indicative of curative effect, intended use, target audience or may imply efficacy.
Regardless of the market you’re in, developing a strong pharmaceutical name is tough, but in China it can be particularly challenging. You must keep in mind translations, the use of characters and regulatory conditions. Biological and pharmaceutical products rely heavily on the protection of intellectual property rights, so it’s essential for foreign companies to gain thorough understanding of China’s IPR protection system before entering the market.
Multinational companies have greatly expanded their businesses in China over the years and have aligned with local pharmaceutical companies, which has proven to be a winning strategy for both parties. And as these companies and other foreign players continue to expand their footprint in China, competition will become fierce as each seeks to penetrate the market. Pricing, intricate knowledge of regional markets and developing strong brands will determine who gets ahead and who doesn’t.
Same Product, Different Name
You're making a sandwich and go into your fridge to pull out a jar of Hellmann's Mayonnaise...or is it Best Foods? Well, it depends where you are making this sandwich. If you live east of the Rockies, you're spreading Hellmann's Mayonnaise on your bread. But, move west of the Rockies and you're using Best Foods.
Both brands have similar logos, websites and even taglines. Seems strange doesn't it? So, why would a company create or give a different brand name for the same product in a different geography? We've compiled some common reasons you may find identical products with differing names.
MERGERS and ACQUISITIONS: It is not uncommon for mergers or buyouts to occur. Despite an acquisition, many brands are well-known--sometimes even better-known than the new parent brand-- and retain strong brand equity. When the name of national brand is strong, the original name is often kept, even when an international visual identity is adopted. The same applies on local or regional levels. For example, when Richard Hellmann Inc. was acquired by Best Foods, Inc., Hellmann's Mayonnaise sold east of the Rockies and Best Foods Mayonnaise sold west.
LEGAL: Whenever you create a name, there is always the possibility that someone else somewhere else has already thought of it. Often a local brand already owns the legal right to use a name, forcing a multinational company to create another name. This is particularly true in the pharmaceutical industry, which is why the same medication may have a different name in France than it does in the United States.
LANGUAGE: Words and phrases translate differently into different languages. Sometimes a brand's name may be inappropriate or even misleading in a specific language, potentially hurting sales. Depending on the product it can be funny, or it can be horribly ironic; one example of both these instances is the Chevy Nova. “No va” in Spanish means doesn’t go…perhaps not the best name for a car.
How do you avoid any naming mishaps in different regions? Research is essential in developing a name with long-term staying power. Copyright and trademark screening will eliminate name candidates in existence and linguistic evaluations will ensure you not cursing out someone's mother in another country. Doing research ahead of time will save you the time and money early on if you find your name already exists, and may even spare you embarrassment overseas.
Confessions of a Name-Induced Shopper
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Be honest - have you ever bought a product solely because of its name or packaging?
*whispers* I have.
The bottle’s appearance sucked me in, the matte hot pink and matte yellow bottles at the end of a sea of glossy blue and purple cans. I moved in closer, seeing the name EOS emblazoned across the top. Instant adoration! I love the name because Eos is the ancient Greek goddess of the dawn, often signifying a new beginning. Double bonus verbal branding: they’ve made it an acronym apropos to their product line, the “Evolution of Smooth.” So, even if you didn’t know that Eos was the goddess of the dawn, they are telling you this is a new beginning, an innovation in shaving, a new era of smooth legs!
Thankfully, I have ended up loving the product, too. Vanilla Bliss, indeed.
Will I now buy their lotion, lip balm (smooth stick or smooth sphere) and other flavors of shave cream?
*shouts* Yes!
Maybe it’s not the smartest way to shop, but EOS sold me in five seconds flat. I wasn’t even looking to buy shaving cream that fateful day in Target.
I wasn’t even in the aisle.
Go Forth and Add!
As we have learned from the Chevy Nova, it is important to perform an accurate linguistic screen in all markets where you intend to launch your product. As you may have heard, the Nova was not such a big hit with Spanish-speakers. Translated literally, its name means “star” but when spoken it sounds like “no va” meaning “it doesn’t go.” Oops.
Recently, PepsiCo announced that it is teaming up with Eva Longoria Parker to promote their new campaign, titled “Yo Sumo.” The campaign, inspired by this decade’s census, is to encourage Hispanics, especially the younger generation, to not only be counted numerically, but also share their experiences of how they have contributed to making a difference in the American landscape. The campaign is truly inspiring as it motivates multicultural America to participate not just be another number.
The problem here is this: Yo Sumo is translated literally as “I count,” as in, “I add numbers,” or one plus one is two. This could be interpreted as a “math is fun” campaign. It could also evoke imagery of a certain Japanese style of wrestling.
Unfortunately, the subtle nuances and double entendre of “I count” are lost in translation. Would a better phrase have been “Yo Cuento” as the translational abilities offer a broader range of meaning? Or is leaving it “Yo Sumo” okay, so long as Pepsi imbues the desired meaning? I am left to wonder if a native Spanish-speaker contributed to the brainstorming and ultimate name creation of the campaign. If that’s the case, then perhaps instilling meaning is, indeed, the intention.
No matter what, thankfully, “Yo Sumo” definitely does not mean “it doesn’t go,” so hopefully the initiative will take off!
[Sic] of Bad Grammar?
![Things That Make Us [Sic]](https://brandsalsa.addisonwhitney.com/wp-content/uploads/2010/03/sicbook1.jpg)
If you know the difference between good and well, and that and which, then today is your (not you're) day to unabashedly correct and edit bad grammar. *Finally!*
National Grammar Day was established in 2008 by Martha Brockenbrough, founder of the Society for the Promotion of Good Grammar (SPOGG) and author of Things That Make Us [Sic].
As a holiday, National Grammar Day is probably too (not to or two) new to have traditional celebrations, but at the minimum, I think it affords you the freedom to use proper English, and to help others do the same, without feeling like a hoity-toity grammar snob. Red pens ready!
War & Words
The National Museum of Language in College Park, MD is curating an exhibit on the role of the War of 1812 in the development of American English. (Thanks to the Visual Thesaurus for the tip)
The role of the museum is to promote a better understanding of language and its role in history, contemporary affairs, and the future. Orin Hargraves' post highlights some interesting history on the plight of Noah Webster to further separate his language from that of established Samuel Johnson.
From the Language Lounge on Visual Thesaurus:
Perhaps the greatest lexical victor of the war was the much older word spangled, which got promoted to a plush job that it will keep forever. Francis Scott Key, unavoidably detained on a ship in Chesapeake Bay on a September night in 1814 and compelled to watch the bombardment of Fort McHenry by Royal Navy ships, was moved to write the words that eventually became the national anthem. The epithet "star-spangled," interestingly, goes back to the 16th century but never seems to have been applied to anything but the sky until Key's moment of inspiration for the Star-Spangled Banner.
The Etymology of Forgotton Folks
As namers, we use words like "neologisms," "hybrids," and "current usage words" with every project we work on. A neologism (from the French "new + body of knowledge") is a made-up word or something that has been coined for a specific purpose (ex: Aceba). A hybrid is two words fused together (ex: FunHub), while a current usage word is something you would find in the dictionary.
If you think about it, every word was at one point in time a neologism, a new word, something that someone made up. Someone had to fabricate it somewhere in history. Words become interesting parts of our vernacular when we have an association that gives them a new definition.
Anonyponymous: The Forgotten People Behind Everyday Words by John Marciano hits the shelves today, and takes a different approach at examining the origins of current usage words. Coining a word himself, John fuses "anonymous" with "epononym" to introduce a new word into our vocabulary; "anonyponymous" refers to eponyms that were created based on otherwise anonymous people in history. It provides some fascinating references to very obscure people (and moments) in history.
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Just don’t call me Grandma!
Today, right now even, pick up the phone and call your grandmother or grandfather in honor of National Grandparents Day.
But as you scroll through your contacts, what name are you looking for? We surveyed our team in search of the most unusual grandparent naming. From the most traditional to the young and hip, we found that everyone has a story to tell about their own Jinx and Boompa. Here’s our list:
Grandmother:
Grandma, Grandmommy, Grandmama, Granny, Grammy, Gramma, Grammy, Granna, Gra-Gra, Mom-mom, Mah-mah, Mam-maw, Me-maw, Mami, Oma, Nana, Missy, Manny, Ninni, Toppi,
Mimi, GiGi, Honey, Banana, Jinx
Grandfather:
Grandpa, Grandaddy, Grampa, Grampy, Pa, Papa, Paw-Paw, Papaw, Opa, Poppy, Poppi, Papi, Pop-Pop, Bampa, Buppa, Boompa
Marian McQuade campaigned for National Grandparents Day, which became official in 1978. She wanted to strengthen the bond between grandparents and grandchildren and to champion the cause of lonely people in nursing homes.
If you don't have any living grandparents, you can visit older adults in area nursing homes or assisted living centers. Some of our AW Helping Hands volunteers have done this through Hands on Charlotte. We can’t guarantee that your new friends will let you call them Granny or Poppy, but we know they’ll be happy to see you…and they might let you call the letters at Bingo.
U.S. City Nicknaming
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Here at Addison Whitney, we know branding. We know how important it is to have a brand name that reinforces your overall strategic plan. The following are a list of "nicknames" that some U.S. cities have been given or have adopted themselves. How successful are these nicknames at making the connection to the city they are referencing? These nicknames were found on the official Wikipedia site for city nicknames in the United States.
How many U.S. cities can you match with the following nicknames. (Try and pick the cities before looking at the list of choices!)
Hanging Basket Capital of the World
The First Town in the First State
The City of Five Flags
The Classic City
Turf Grass Capital of the World
Ice Cream Capital of the World
Bourbon Capital of the World
Horse Capital of the World
The Birthplace of Jazz
Crab Cake Capital of the World
The Mini Apple
Firefly Capital of the World
The Queen City
Furniture Capital of the World
The Sweetest Place on Earth
Emerald City
The Magic City of the Plains
See below for list of U.S. City choices
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