The Brand Naming Strategies Of English Trademark

Powerful brands are able to influence consumers purchase behavior and commanda premium. A good brand has a great potential for increasing the companies’ ability tocompete with their competitors as well as enhancing the profitability of the company.In another word, brand name, as a source of sustainable competitive advantage, playsan important role in the formulation of corporate strategies.Based on previous researches of brand naming strategies, this thesis generalizes acomprehensive overview of brand naming strategies with abundant typical examples.The main theme is to relate the theory and its applicability in Fortune500corporations.To achieve this, a database with262brand names from Fortune500is established.Firstly, this thesis analyzes these brand names from four aspects: the informationaldimension, the origin dimension, the novelty dimension and the memorable dimension,and then makes a comparison among those strategies. The next step is to calculate theusage frequency of different strategies in each product category to generate the specialbrand naming features for each product category. A comparison among differentproduct categories is performed later.As a result, the study finds that the most preferable strategies for Fortune500companies are memorable strategies, descriptive strategy, person-based namingstrategy and acronym. Meanwhile the study reveals there are significant differences inthe usage of branding strategies among different product categories. The mostfavorable strategies of brand naming in automobile industry are: name the company orproduct on the basis of its founder’s name; use words related to speedy, amazing,fashionable, exquisite technique to evoke consumers; adopt novelty strategy todifferentiate themselves form competitors in accordance with memorable strategy.Marketers work in grocery category try to be novelty both in the form of words and inthe field of functional usage. Corporations in energy industry prefer to use energyrelated words directly and trademarks entitled by the country’s name are preferred. Itseems that novelty and memorable strategies lost their glamour in this field. The rulefor naming a financial institute is describing the business to the consumer. Thetrademark names of electronic industry must be so powerful to attract its consumers.Trademark designers have to concern more about differentiation, easy to pronounceand recall, good association, value adding rather than just describing something.Trademarks designers in cosmetics category prefer to attach importance to the usage of evocative words that relate to romantic, beauty, cute, natural, enjoyment as well asmemorable strategies. Finally the thesis states that although these powerful brands canshed light on the problems of brand naming for marketers, one cannot accept them as awhole since time is changing and some so-called favorable strategies already lost theirglamour in this field.The main innovations of this study are: classifying brands into differentcategories, illustrating the special naming features for each category and making acritical evaluation on the most preferred strategies both in general and in differentcategories. The findings of this thesis are very important for marketers who want tocreate a conspicuous brand name for their products and shed light on further researchwhich will focus on investigate brand naming strategies in specific product category.