Own trade mark. Pros and cons of private labels. Strategy. Branding stage Create your own product brand

A sharp drop in the purchasing power of the population in 2014 led Russians to the need to revise their priorities - the final cost of the product becomes the cornerstone, which, given the proper quality of the product, should be as low as possible. People begin to make purchases more thoughtfully, objectively assess the price / quality ratio of various goods within the product group and make a choice in favor of the most profitable purchases. The value of added value, brand name in the FMCG segment is dying out. Networks are forced to cut the markup, losing profits. How to keep profit and stay afloat? You will learn about this in the material. commercial director GC "Vneshtorg" Anton Viktorovich Paremsky.

The top three trends in the retail market over the past 5 years are:

1. Strengthening buyer's power
2. Consolidation of the B2C market
3. Increased competition among suppliers, leading to lower margins

One of the main ways to restore the margin and get away from direct price comparison in conditions when all prices of all sellers were freely available, and those who are able to offer the best price took advantageous positions - to introduce private brands (PL) of retail chains and direct manufacturers of products in the main product groups. The first to pick up on the trend were the larger and more dynamic food and FMCG markets. Then she entered the DIY and home appliance market.

It became obvious that trademark holder (TM) - an extra link in the product chain... It can be eliminated by working directly with the manufacturer or by launching your own production. Networks are starting to start their own TM and form an assortment and price offer. And this tendency will develop: chains will start more TMs, and the share of private label sales will grow. At the same time, the number of TM will increase insignificantly, but sales volumes will grow very significantly - at least 5-6 times.

Not inferior in quality to the goods of the middle price segment from the TM holders, the goods under the private label traditionally belong to the lowest price segment. This is because the goods of this category are placed directly in production facilities, the trade marks of the chains, without capitalization, do not increase the value of the goods.

Private label creation in the DIY segment

Trading in goods of technically complex groups allows you to earn more due to higher margins. It is the DIY segment that is the most profitable in this regard, but also the most difficult.

The process of creating a private label for technical complex goods is associated with a number of risks for chains:

• weak dynamics of switching consumer preferences due to the high value of brands in this group of goods
• low turnover of residues
• additional expenses to provide service maintenance of goods and maintenance of a warehouse of spare parts
• the minimum number of deliveries for regional networks leads to the need to provide a stock for six months in advance (bringing 10-12 sku can cost the network 100-150,000 dollars)

These risks are borne by the network, creating additional costs. Because of this, the attractiveness of this product group is significantly reduced. Even regional leaders see independent creation of private labels as unprofitable. Therefore, it is more rational to outsource the process to companies specializing in this. Their specialists are usually experts in their fields and know the market well.

It should also be borne in mind that most of these companies are limited to ensuring the supply of goods directly from factories in China. But an important milestone full-fledged competent work on the creation of a private label should be the development of an assortment matrix in accordance with current situation on the market and the level of competition, the results of research on sales statistics and the wishes of partners. Each entered matrix must be developed for a specific client, suit him and be strictly personalized.

Client search

There are not so many DIY networks, you can type in any search engine "TOP 10 DIY networks" - and the key is in your pocket. Another thing is how to start working with them, how to convince them to outsource this process. First of all, the reputation and rich experience of each of our team members works for us. The total salary fund for specialists involved in different stages of private label creation is 1.5-2 million per month. It is clear that not every company will find it expedient to have such a team on its staff.

Finding a manufacturer and forming a matrix

The territory of Russia is huge and divided into regions and macro-regions, and the Russian instrument market is very segmented and has features depending on the geographic location. In this regard, in different areas different brands prevail. A fairly common situation is when local dealers set the direction for the development of the entire product group in a particular region.

When working with a client, the key factors are both the general vision of the market and the situation in specific area... In order to make the search for a manufacturer as effective as possible, it is necessary to analyze the goods of the client and his competitors, and only after marketing analysis form a matrix for which a specific manufacturer will be selected. Typically, the choice is based on the client's needs, taking into account three key factors:

1. Situation in the region
2. The policy of the network itself
3. General market trends

The number of manufacturers in China is huge, but finite. 95% of them are located in the countries of Southeast Asia, we know absolutely everything. Since one of the important parameters is the quality of the product and the scope of its application (household, semi-professional, professional), the circle of possible manufacturers is narrowing. As a rule, there is a certain assortment that can be offered to a specific partner. The final decision is made based on a combination of price factors and appearance rulers.

The composition of the matrix is ​​determined by three factors:

1. Budget
2. Network specialization
3. Competitive environment

The basis of almost any matrix is ​​the position of category A (screwdriver, hammer drill, jigsaw), but the saturation of each category, additional product groups are determined by the parameters listed above.

Marketing

When promoting Chinese manufacturers in Russia, most often the main component of the marketing strategy comes from the manufacturer himself, since he has a clear idea of ​​what niche he is working in. There are eight different instrument segments on the market, however, there is no single line that works in all segments at the same time. Usually the widest range covers about three to four segments.

• focus on the quality and marketing budgets of the supplier
• develop its own strategy for each segment, since the strategy aimed at promoting a home tool will differ from the strategy for promoting a professional tool
• direct marketing strategies to targeting - give preference to SMM channels

If the work is carried out with a ready-made brand of a Chinese manufacturer, then the main message is set by the manufacturer. Your task is to adapt it to the Russian consumer. If a brand is developed from scratch, then a unique identity is formed for each region... For example, partners from Karelia and Petrozavodsk prefer Scandinavian, European themes, while clients from Central Russia and the Urals tend to Russian names that often appeal to the Soviet past - for example, TechMash.

When creating a private label by order of retail chains, the marketing component lies with the customer. It is important to take into account that private label is, as a rule, a low budget segment, where the main trump card is the price.

Participation in production processes

Production control is one of the top quality priorities. The production of the tool must be controlled absolutely at all stages. Ideally, if possible, for these purposes it is worth creating a headquarters of professionals right in China. Depending on the size of the project, control can be carried out up to ensuring the development of a unique design for a specific client... At the initial stages, external elements are developed: naming, branding, form style and packaging, or suggested ready-made solution with maximum branding. In the future, quality control is carried out at each stage.

Distribution

Most often, a private label is developed for a specific retail network, which places the product on its shelves and is subsequently responsible for the sale of the product. This process should also be monitored - making recommendations that are guaranteed to ensure high sales. Placing a product in a prominent position, training and motivating salespeople has a significant impact on the success of a brand.

Private label turnkey

The main task of Vneshtorg Group is to create private labels for large networks and Internet sites focused on cooperation with sales channels.

Vneshtorg Group of Companies provides its clients with the service of creating a turnkey private label in the DIY segment, specifically in the category of “power tools”. The service includes elements:

1. Matrix development and manufacturer selection. Consolidation of orders from factories for the best price
2. Marketing component: naming, history and legend, corporate identity, market positioning
3. The control production processes and transportation of goods to the partner's warehouse

Vneshtorg is distinguished by an individual approach to each client. We select manufacturers - leaders in their segments in terms of quality - and bring their products to the Russian market. And most importantly, we provide services for the development and promotion of private labels.

We believe that the client should focus only directly on the sale, therefore, such moments as the development and printing of BTL materials, training of sellers, service maintenance we also undertake.

Private labels, or Private Labels, of retail chains is a topic as interesting as it is little touched upon in our country. With significant prospects for this direction, you can rarely find effective use of all the possibilities of private labels. However, the reasons are clear and fairly standard. This lack of knowledge and desire to think and learn, which is characteristic of marketers and general managers, and the owners themselves in particular. Otherwise, there would be no silly experiments with private labels in areas that are contraindicated. And, of course, the number of private labels in the "right" categories should have increased.

We have already written about private labels and more than once. But since our concepts do not stand still, but develop, there are also concretizing additions that, as one would like to believe, will help those specialists who nevertheless think about the effective use of brand capital and the development of such a direction of brand monetization as the creation of private trade marks.

Private label creation strategies

1. Dumping strategy

This is the simplest solution that does not require much analytics. Any product can be replaced with a cheaper analogue if the economics of the process allows it. There will always be a consumer who wants the same thing, only cheaper. However, it makes sense to call the private label of the cheapest products the name associated with the retail network itself only in the case of discounters' promotion. In other cases, this is probably not worth doing. Especially if you intend to leverage the potential of other private labeling strategies that are not cheap. Well, as "protection from the fool," the obvious should be said: the product itself should not be of frankly low quality. Cheapness cheapness, and the consumer still has to eat, drink or use it in another way. And if he is very dissatisfied with the product, then at least he will stop buying it.

2. Strategy for replacing a competitor.

This option also does not rest on the brand of the retail network itself, but uses the features of consumer choice. There are product categories where the consumer has developed a certain habit of specific products and brands. Different product categories have different strengths of this habit and the degree of its influence on choice. The essence of the substitution strategy is to physically replace the leading product in a category where this consumer habit is not important in the selection. We can say that these are the categories in which the brand factor is not important in part or in full. In the case of such a category, the leading product is physically removed from the shelves or pushed onto a less successful shelf, and its place is taken by a completely similar product under a private label. At the same time, the entire "brand markup" falls into the pocket of the retailer - the product itself is no longer the cheapest in the category, but may well be at a level even above average. At the same time, the cost of advertising it tends to zero. The option looks advantageous, but here the most difficult is the mechanism for correctly choosing a product category in which it is permissible to carry out such manipulations without a negative response from the mass consumer.

In order to understand this issue, you first need to understand which of the categories are branded (that is, those where you should not count on luck without a strong brand). In our opinion, the area of ​​the greatest branding relevance is:

A) goods with unique (and tangible) consumer properties;

B) goods of conspicuous consumption;

C) goods for hedonic consumption.

The first category consists of products, the differences of which from analogs are seriously noticeable. This is primarily relevant for goods of a rather narrow, niche purpose: kefir to strengthen immunity, washing powder for black clothes, medicinal mineral water and etc.

The second category is the so-called. fashion products that are involved in the process of interacting with other people. In such cases, by the level of consumption, the surrounding people can evaluate the consumer, which is extremely important for a person: in order not to drop his reputation, the consumer is ready to go for additional expenses. This category includes, for example, vodka and beer. In such categories, brand loyalty is very high, and the consumer may even give up consumption if he does not have enough choice.

The third category is products consumed for personal pleasure, not necessary for daily activities. This is alcohol (except vodka), confectionery, delicacies. In these categories, the brand loyalty factor is also quite large, the consumer may feel serious dissatisfaction in the absence of favorite brands on sale. Therefore, the substitution strategy in these categories cannot work and is even harmful. But there remains one more category where the substitution strategy works with a bang. These are utilitarian products.

Utilitarian products are goods of a familiar and understandable purpose, consumed due to a perceived need. This is almost all groceries (except for exotic), bakery products, freezing, canning, etc. In this category, branding is practically impossible in the sense that we put into it (Tamberg & Badin consulting bureau). There is no need for a complex ideology of consumption and adjustment to secret motives. Consumer choice is rather primitive, and loyalty to existing brands is low. The consumer can quite easily switch to analog, if the level of perceived quality seems similar to him, and even more so - higher. Therefore, the leaders in these product categories can either be removed from the assortment altogether, or "moved" with the help of similar products. In this case, you should already use the brand of the network itself, since a recognizable name increases the level of perceived quality. However, do not forget that the “quality” bought by the consumer, although it is a very subjective concept, still implies the quality of workmanship as well. Therefore, if you are replacing a leading product with your own brand, the quality of the product should be at least not lower.

3. Brand expansion strategy.

This is the most interesting option as it assumes real synergy between the chain brand and the private label. The chain's brand will work to sell its own brand, and its own brand will strengthen the chain's brand. It is characteristic that over time this private label can go beyond the retail network itself and become a real brand of local or federal level, further promoting the brand trading network... Sounds pretty? However, this option is also the most difficult one, with its own rather confusing logic. Therefore, in order to successfully apply it, you will have to seriously delve into the motives of the consumer and in the chain's own brand.

The question is complicated by the fact that the management of every self-respecting retail chain is convinced that they already have a brand. Alas, this is a standard error that we, as consultants, face very often. Every manager or marketer calls his brand a “brand,” and no one can articulate what it is. Do not flatter yourself with hopes: if you do not know why the consumer chooses your network, then it is not known what your brand is and whether it exists at all. Let's assume that if the network still lives and develops successfully, then some brand still exists. It is only necessary to formulate its ideology from the point of view of the consumer and act further on the basis of it.

Brand Ideology

Brand ideology is a clearly formalized idea of ​​why a consumer needs a product under a specific brand name (a supermarket or a chain - also market product) why this consumer should want to purchase this product and who is this consumer. Most likely, the chain brand does not have such a sufficiently clear ideology, nevertheless, it is never too late to formulate it, which, in general, is not difficult to do. For our tasks of choosing categories for creating our own trademark, such a block of brand ideology as needs is most relevant.

According to our scheme, needs are a situational model, a role model and a cultural factor. A situational model is an integral, averaged model of the situation in the consumer's life, for the successful solution of problems within which the brand is intended. In other words - "what is it for?" Each trading format also has its own situational models (we described this principle in more detail in the book Branding in retail... Full cycle of creation from scratch "). For example, a convenience store is based on the ad hoc model of “daily food”, while a hypermarket is already on the model of “household”. For some reason, the visitor chooses this network. This needs to be indicated.

The next term is the role model. This is a reference image inherent in a person of a certain type and includes a set of behavioral characteristics. Every self-respecting brand must correspond to a clear stereotype in the mind of the consumer “who is it for?” For what type of person? For a poor Housewife, Mother with many children, or for a successful Careerist?

Trying to work with all consumers in bulk is no longer just a mistake, but downright bad form in marketing. However, let's not talk about the obvious. In any case, a collective image, a portrait of the target consumer is necessary at least for the competent use of the relevant persons in advertising. So finding him is not a superfluous question.

The third term is the cultural factor, which consists in determining “for which cultural group” the brand is intended. What cultural group does the consumer belong to? This is probably the most difficult question. In this case, the cultural factor will have to be collected from various cubes - urban culture, territorial culture, ethnic culture, etc. (more detailed information on the topic - on the website newbranding.ru). However, it is desirable to do so. When the cultures of the brand and the consumer coincide, the consumer begins to consider this brand “theirs”, which inevitably affects loyalty. If there is a department of kosher products in a trading network, then the adherents of Judaism will consider this network "theirs", or if this network has a department of products from Japan, for example, it will be "theirs" for another cultural group. It must be understood that cultures can be antagonistic, and their adherents can be in direct confrontation with each other. Therefore, it is impossible to adapt to the special needs of all cultural groups. It is necessary to formulate the cultural core of the brand and develop based on it, without making unnecessary gestures.

All three of these terms are in any case present in any brand. If the network has a target consumer, there is this three-level stereotype in his mind. You need to figure it out, and then turn to three options for expanding the brand of the retail network, each of which can be used independently of each other using sub-brands. At the level of the situational model, you need to find out the difference between the situational model of your brand and the competitors. Let's say your supermarket is more for household, and the competing one has a gravitation towards the economy of a country house. In this case, you need to focus on the differences in housekeeping in urban settings and build your sub-brand in the categories of relevant products.

The level of the role model sets a certain average consumer, the type of personality. The role model always has some stereotyped ways of acting (and does not have others). This is not a living person, but only an average template of a person of a certain type. And the role model also has a certain set of situational models that reveal what this model does. For example, the role model of the Mother focuses on caring for children (and feeding them naturally), and the Careerist does not feed anyone but herself, but feeds herself strictly dietary or hedonistic foods. The brand of the retail chain can expand into these categories, which are, as it were, intended for the role model, take a place on the shelves and in the mind of the consumer, strengthening the position of the retail network.

The third option is the cultural factor. Each culture assumes its own lifestyle for the consumer. And the sub-brand, the private label of the supermarket, can become part of that lifestyle. If the cultural factor of a retail chain brand includes a component of ethnic Russian culture, then vodka, and kvass, and whole line other traditional products of Russian cuisine. If it is more of a cosmopolitan, Europeanized culture, then the sub-brand can spread to the segment of “European” products. In general, it is possible to expand a brand very strongly, while these sub-brands must have a relationship with the parent brand of the retail network. In fact, they will be her advertisement, convey her ideology.

Perhaps, using the expansion strategy is not very easy. Indeed, in this case, one has to deal with such a delicate matter as the psychological reality of the consumer. In addition, you will have to consider in detail what few people think about - the retail chain's own brand. Yes. This is hard. But if it were simple, a lot of stupid books would have already been written about it and it would have become commonplace. In the meantime, those wishing to successfully expand retail business there is some head start. However, the strategies of substitution and dumping, I would like to believe, are much simpler and do not require such a deep understanding of the behavior of the person consuming. At the same time, they also allow you to make money on private labels. Perhaps - to earn quite a lot. The main thing is to start thinking and asking the right questions. And the answers will be found.

Definition of a brand

The concept of a trademark is a literal translation of the English term "Trademark", and is understood as a designation, any symbol (figurative, verbal, combined or other) used by a manufacturer or seller (legal entity, private entrepreneur) to individualize their products.

This principle of marking your own products with a unique sign came to the modern civilized world of trade around the 19th century, and was borrowed from Western cattle traders.

Unlike a logo and other brand attributes, a trademark is legal concept; the scope of its use is strictly regulated by law Russian Federation... For Russia and some CIS states, a single legal term used in regulatory documents and denoting a trademark is a "trademark".

The copyright holder of a trademark (own trademark) is free to use it and dispose of it at his own discretion. Its exploitation by other persons for commercial and other purposes that do not have the appropriate rights is prohibited. Thus, a trademark that has passed the registration process becomes the full legal and intellectual property of the company. At the same time, the number of patented trademarks that one firm has the right to own is not limited.

Types of brands

1. Verbal - font (letter and / or digital) compositions that make up approximately 80% of the total number of existing trademarks. These include:

• personal names;
• invented neoplasms (previously non-existent, artificially created words);
• abbreviations from the full brand name;
• numbers or numbers;
• phrases, small sentences (slogans);
• a combination of alphabetic and numeric characters, etc.

2. Graphic - an individual illustration, a symbol - an abstract or drawn graphic element. They make up about 5% of the total. More in demand in private professional activities.

3. Combined - containing the brand name and picture. The visual and verbal components in this case are inseparable. This combination in design practice is often called a logo.

4. Sound - melody, ringtone, etc.

5. Three-dimensional - representing the product or its original packaging.

6. Olfactory - marks in which a particular scent is being patented.

In addition to these options, you can find a trademark in the form of a hologram with images changing at different angles, as well as a trademark, the subject of patenting of which is a unique color scheme.

In other words, any original, unparalleled symbol (or a set of elements) that can be a designation of a product or service, ensuring their correct identification, recognition in the understanding of the consumer, can become a product of the development of a trademark.

Development stages

The process of developing a new brand is laborious, creative, with a number of tricks and nuances. It consists of the following main stages:

1. Analysis of the characteristics of the product for which the brand is being created. Assessment of its distinctive qualities, setting the goal of positioning in the market.


2. Determination of the key elements of the future mark, as a symbol of a company, an industry, a specific product.


3. Direct development of a trademark - name, design (if a verbal, pictorial or combined form is chosen), etc.


4. Selection of two or three options from the proposed sketches (or other development products) to test them through the creation of focus groups.


5. Legal check of marks (designations) selected as a result of focus groups on the fund of trademarks registered in the territory of the Russian Federation, as well as conducting a search in the Rospatent database. The check is carried out according to the selected criteria. It is important to identify not only similar, but also similar designations.


6. Comparison of sketches (selected variants of a trade mark) with information obtained as a result of a search in the databases of registered marks.


7. If necessary, correction of designations to avoid similarities with existing brands on the market.


8. Approval of the final designation.

Creating a brand name is a lengthy and multi-step process and can be divided into nine main steps.

• 1. Marketing block:
  • * analysis of the goods produced (purpose, quality, benefit, benefit, and so on);
  • * competitive analysis(consumer segments, price category, positioning, names, etc.);
  • * segmentation of consumers (including the study of their expectations from the product group, perception of quality, life values, lifestyle, consumption patterns, and so on).
• 2. Brand positioning (including the concept of positioning).
• 3. Brand identity (including the essence of the brand).
• 4. Approval of substantive and formal requirements for the name.
• 5. Creation of a series of names that meet the stated requirements.
• 6. Construction of semantic fields for names.
• 7. Expert testing of names.
• 8. Testing of names by consumer groups.
• 9. Legal expertise.

Why is the brand name one of the most important brand attributes? First of all, because the name replaces the idea of ​​the brand and the product itself in all communications related to the brand. When we come to the store, we do not say: "Give me a bottle of a highly carbonated soft drink based on aromatic plant raw materials." Most likely we will say: “I have a bottle of Baikal”. The second reason: consumers are most often in contact with the brand name, and, as a rule, this is the most active communicator. The first impression often determines the attitude of a consumer towards a firm or a branded product. El and Laura Rice emphasize the importance of the brand name, calling one of the 22 immutable laws of branding the Law of the Name: “Of all branding tasks, perhaps the most important is the name that you give to your product or service.”

Brand and Consumer Name - Before answering the question of what a good brand name should be, consider what names and names people prefer to use. Each object and phenomenon has its own verbal designation, but sometimes people call them differently.

Precision and capacity. Often consumers themselves replace the established name or brand name with a popular expression, which “grows” to it so that the original name practically ceases to be used. Why did an automatic camera come to be called a "soap box"? For two reasons: firstly, it really looks like a soap dish in shape and, secondly, it is just as easy to handle. Many words "stuck" to the product, as they very aptly characterized the shape and design features: for example, a satellite dish is called a "dish", a table of a similar design is called a "book".

Brevity. What do people call the "Industrial and Construction Bank"? "Promstroybank" or else - "PSB". Why not the full name? It's too long. For the same reason, the Savings Bank of Russia is popularly called Sberbank, they say not the Central Clinical Hospital, but the Central Clinical Hospital. therefore operating system Microsoft Windows was simplified to Windows, the computer was reduced to a computer, the Apple Macintosh became a simple Mac. The reduction of long and complex names to a simple and expressive word is typical not only for Russian consumers.

Expressiveness. An important feature of the Russian language is its expressiveness, that is, the ability to convey in speech not only the content of a concept, but also one's attitude towards it. So, replacing the word “TV” with “box” conveys a disdainful attitude towards the quality of the transmitted information and the level of transmissions. Or the neutral word "restaurant" is often replaced by the expressive word "pub", which expresses the atmosphere, the quality of the cuisine and the level of service. The negative attitude towards the use of a ready-made phonogram at concerts is conveyed in the short and sarcastic word "plywood": something primitive, crude and unreal is expressed in it.

Euphony. There are words in the language that require an inner effort to pronounce, it is unpleasant to speak such expressions. As a rule, in the competition between words, among other things, those that are more pleasant to the ear win. For example, the word "airplane" is more consistent with the structure of the Russian language than "airplane". The same metamorphosis occurs with the names of brands. A carton of milk from the Petmol plant began to be called "spotted" for the cow coloring.

Thus, if we do not want the people not to replace the name suggested by the manufacturers with their biting words, we need to make sure that the brand name is accurate, succinct, concise, lively, emotional and harmonious. A brand name should be suitable for use in a variety of brand communications and a variety of contexts of use. The brand name should also not be annoying or annoying with prolonged and intensive use. This is General requirements to the brand name.

• 1. A correctly chosen name should be very precise and meaningful, indicate one (several) of the following categories or be associated with them:
  • * idea of ​​brand positioning;
  • * the essence of the brand;
  • * the main difference from competitive brands;
  • * the main benefit or advantage for consumers;
  • * result from use, received by the consumer;
  • * the purpose of the goods, product category;
  • * main aspects of quality or quality certificates;
  • * composition, design features of the product;
  • * trade offer to their consumers;
  • * main value brands from the point of view of consumers;
  • * style and standard of living of the consumer;
  • * motives prompting consumers to buy this brand;
  • * price category;
  • * situations of product use;
  • * product purchase situation.
• 2. Another requirement for a brand name is the absence of negative associations with the listed categories. The name of the brand should not mislead consumers, reduce the quality of the product arising in their perception, contradict the brand identity or blur the idea of ​​the purpose, benefits and advantages of this brand.

As a rule, a successful brand name contains indications of several categories at once or is associated with them.

Formal requirements. A brand name is a word or phrase and must meet the requirements for oral and written use by meeting the following criteria.

• 1. Phonetic criteria:
  • * The name should be pronounced rhythmically and easily and correspond to the sound structure of the language in which the name is used.
  • * The name should sound significantly different from the names of competitive products.
• 2. Phonosemantic criterion. If the name is a neologism, its sound should evoke positive associations that match the brand's identity.
• 3. Morphological criterion. For compound, hybrid, abbreviated words and abbreviations, the meanings of each of the constituent parts and the whole word and their associated associations must be consistent with the brand identity.
• 4. Lexical criterion. The meaning of a word from active vocabulary must match the brand identity.
• 5. Semantic criteria:
  • * Associations evoked by the word should be consistent with the brand identity.
  • * The name should not evoke negative associations in all languages ​​of its use in the context of brand identity.
• 6. Lexicographic criteria:
  • * The printed title should be easy to read.
  • * It should be clear if this name is written in Cyrillic or Latin.
  • * Stressing in the title should be straightforward.
• 7. The criterion of perception and memorization. The name should be easily perceived and well remembered.
• 8. Legal criteria:
  • * Trademarks with this name should not be registered in the given class and country of possible use of the marks.
  • * The name must not fall into the category of names that are not subject to registration as a word trademark.

Methods for the formation of names. How should you create names for brands, where to find them? Let's turn to the existing names. Most of the names can be divided by referring to their morphology. This classification is rather arbitrary: some names fall into two or three categories at the same time. For example, the name "BeeLine" refers to the categories "foreign word" (bee - translated from English - "bee" + line - "line"), "compound word" (formed by adding two words) and "metaphor "(" Bi "- double, reliable +" line "- line, connection). The Lego name falls into the foreign word, abbreviation, and synecdoche categories.

There are also such names that cannot be attributed to any category, it is even difficult to understand how it relates to the product, its features, the company or its founder. However, can such names be called successful? Table 1, note 1, lists some of the categories of brand names.

The table shows that the ways of forming names are diverse. Some categories are used frequently, such as abbreviations, acronyms, historical names, or metaphors. Others - such as hybrids, hyperboles, lithotes, or oxymorons - are rarely used. For the structure of Russian speech, mimicry is not very characteristic, developed in English language, which is why it is so rarely used in the names of Russian brands.

Where do stamps come from? There are several ways:

• 1) the use of old Soviet brands and GOST brands (Zhigulevskoe beer, Doktorskaya sausage);
• 2) purchase of a ready-made brand, franchising (My family Petrosoyuz, Nidan Foods), creation of a brand by a packaging supplier (TetraPak policy);
• 3) copying someone else's brand or strategy of a follower (Menshevik with his Lizun Sosun, etc.; TORNKosmetic with the brands Cedar Balsam, Aquarelle, 32 pearls; Ruscafe from the Russian product);
• 4) independent development (Korkunov);
• 5) involvement of specialized agencies (Russian standard).

The most costly, but also the most competent option is the last one. It is to him that we will pay the main attention, presenting ourselves as coordinators of a project to create a new brand - this is precisely the capacity that the brand manager most often has to act in.

In this case, you can resort to the services of a brand consulting firm (over the past year or two in Russia there has been a tendency for their appearance) or an advertising agency, which will take over the functions of developing a brand, attracting specialized research and design companies in the process. At the same time, it is possible to directly contact designers and researchers with brand concepts already prepared within the company (Fig. No. 1.1, No. 1.2), note 2.