What are the characteristics of successful international brand names?

When a new product is developed, a distinctive brand name should be chosen to differentiate it from similar competitive products. Some characteristics should be present in order for an international brand name to be successful.

Not only should it catch the customers’ attention but it must also be memorable. The brand name should be simple. For example, Coca-Cola has four syllables but we notice how smoothly it rolls on the tongue.

The connection to the product’s positioning in the potential consumers’ perceptual map is an essential characteristic. For example when the brand name of a product is the word “One” then this reflects its position in its category. In order for Brand names to be successful, they should communicate to the consumer the use of the product. For instance, the brand name “Wash & Go” shows its relation to fast and effective cleaning.

Moreover, successful brand names should develop a nickname for example “Coke” for “Coca-Cola”, “Bud” for “Budweiser Beer”. It is worth mentioning that, short and easily-pronounced brand names help the customer remember them comparing.

Uniqueness is another important characteristic that brand names should have. Brand names do not need to be weird; having a novel and exceptional however will distinguish it from other similar products. Finally linking a visual image to the brand name helps the consumer remember it better.