Have you ever had questions like below?
- Do our consumers have the right image towards our product's brand name?
- Do our consumers conceive our product's brand name in a positive way?
- Do our consumers remember the name of our service or product?
If your products or services have positive impression on the consumers, products will be sold and service demand will be highly increased.
Ortherwise, the products hardly reach its largest demand, leading revenue to lower potential level.
Case Studies
| CASE 1 |
Acecook Co., Ltd. ; Product Name: Hảo Hảo
An instant noodle product named "Hảo Hảo" (Fukuromen/ Bag Noodle) became a big hit.
|
|---|---|
| CASE 2 |
Calpis Co., Ltd. ; Product Name: CALPIS
The product brand name was changed to "Calpico" outside of Japan in order to attain customers.
|
The most important thing when deciding service name is to consider what image you want the product (or brand) to have and to consider whether the image can easily penetrate the market by winning customers' impression.
In a naming survey, you can actively see how your naming idea impresses local customers, how the name sounds to local customers, or how customers associate the name with other (competitive) products.
Naming Decision process
| Create concept |
Determine the brand image you want to give to the consumer.
|
|---|---|
| Revise the name |
Submit a naming idea with reference to keywords. In case good naming idea come up, deliver consumer survey to figure out the naming idea potential. |
| Registration Confirmation
（Trademark and Domain） |
In case the products are to be distributed in multiple countries, it's necessary to investigate whether the trademark is already registered. Check the availability of wanted vacant domain. If it is already used, do not use the domain name for product's brand name. |
| Consumer Survey
（Online research） |
After deciding appropriate brand names, carry out image surveys to target consumers.
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| Decision |
Based on survey results, determine the brand name as final decision. |
| Application for Trademark Registration |
Register Trademark. |
How to create target respondent group
Example for multiple naming comparison. The table is illustrated as comparing the impressions and relative merits.
Questionnaire Example
Question：Please let us know what do you think about the below statements that fit to the name of 「Nusaresearch」
| Positive Image | Negative Image | ||||
|---|---|---|---|---|---|
|
|
Strongly Agree | Slightly Agree | Slightly Disargee | Strongly Disagree | Neither Agree nor Disagree |
| The name seems to be affected by trend | 242 | 294 | 12 | 1 | 51 |
| The name has a memorable impression | 153 | 328 | 11 | 1 | 107 |
| It is easy to understand products / service from the name | 147 | 326 | 10 | 1 | 116 |
| I feel a sense of intimacy from the name | 150 | 317 | 12 | 0 | 121 |
| I understand the meaning of the name | 138 | 365 | 12 | 0 | 85 |
| It is easy to pronounce this name | 168 | 300 | 13 | 0 | 119 |
| It is comfortable to hear this name | 132 | 354 | 10 | 2 | 102 |
| It is easy to remember this name | 125 | 356 | 11 | 2 | 106 |
Naming proposal comparison by total score
Aggregated values are calculated from the number of points addressed to each item.
Positive image item point（N number × +2 or +1 point）.
Negative image item point（N number × -2 or−1 point）.
| Image Items | Nusaresearch | Elephant Researach |
|---|---|---|
| The entire image can be conceived | 2566 | 1969 |
| The name is not affected by trend | 753 | 517 |
| The name has a memorable impression | 611 | 477 |
| It is easy to understand products / service from the name | 599 | 469 |
| The name gives a sense of intimacy | 593 | 452 |
| Basic Elements of the name can be understood | 2405 | 1852 |
| The meaning of the name can be understood | 617 | 478 |
| It is easy to pronounce the name | 610 | 477 |
| It is comfortable to hear the name | 596 | 457 |
| It is easy to remember the name | 582 | 440 |
Comparison Sheet of Naming Proposal from the Aggregation Score
"Nusaresearch" beats "Elephant Research".
It says "Nusaresearch" is the stronger candidate.
Sample estimation
| Country | Indonesia - Nationwide |
|---|---|
| Sample size | 300ss |
| Target |
Equal split of Gender
Age 20 - 39 years old |
| LOI | 10 mins |
| Deliverables | Raw data, GT, Crosstab |
| Fee | USD 2,600 - |
| Timing | 1 month |
| Remarks | In case of conducting more than one wave, fresh sample will be prioritized |
