The Effects of Brand Names on Advertising
When a business introduces a new product, or markets an existing product, it usually does so with the benefit of a brand name. Brand names are product names or designations for which businesses seek legal protection, giving them exclusive rights to sell products under a given name. A business may use codes or numbers to refer to its products internally, but brand names are how the public comes to know products, largely through the advertising process.
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Recognition
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One of the key effects of brand names on advertising is the recognition that established brand names bring with them. A well-known brand name may require very little additional information. For example, if customers know that the brand name refers to a type of beverage, its advertisements may not need to address the flavor, presence or absence of alcohol, or even show the product itself. On the other hand, ads for products with lesser-known brand names lack this recognition and are more likely to include basic information about the product, with less space or time for communicating a message about the product.
Consistency
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Brand names also allow a business to be more consistent in its advertising efforts. This becomes possible when a business sticks to a brand-name strategy, giving several different products related brand names that are still distinct. For example, an automaker may choose to name its car using a series of numbers and letters. These brand names vary by model, but use the same prefixes and suffixes (such as "LX" or "GT") to create consistencies across a business' family of products.
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Connotation
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Certain brand names carry distinct connotations, which alter the way advertisers approach such products. This is why brand name selection is so important. Brand names that sound like other words or conjure certain images in the minds of customers can have a positive of negative impact on how customers feel about the product. Advertising can take advantage of brand name connotations or seek to create new ones. For example, electronics products may feature brand names that include prefixes such as "compu-" or "electro-," each of which suggests technology and sophistication. Over time, brand name connotations are subject to change.
Advertising Design
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The connotations and meaning of a brand name affect how advertisers design and place ads. Just as brand names attempt to convey something about a product, they also direct advertisers toward representing the product in a certain light. For example, a product with a technological-sounding name would be out of place for an advertising campaign focused on nostalgic images and old-fashioned music. An insurance product with the word "family" in the brand name directs ad designers to use wholesome images and family-oriented campaigns, which includes placing the ads in family magazines or buying time for TV commercials during family viewing blocks.
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