GIVING A BRAND NAME TO A BRAND OF BISCUITS

PRESENTED BY- SONUKA AGARWAL,

 PARAMJEET GREWAL,
 OLIVIA GHOSH
 NAMING PROCEDURE

It involves the following 6 steps :-

Defining branding objectives on terms of the six general criteria's for
choosing brand elements. These criteria's are :-
• Memorability :-
The brand name to be chosen for a product category should be inherently
memorable, so that it can be easily recalled at the time of purchase or
consumption.
• Meaningfulness :-
The brand name to be chosen should be meaningful , so that it can be easily
memorable and can convey the following :-
i. General information about the nature of the product category
ii. Specific information about the particular attributes & benefits of the brand
 Cont…

• Likeability :-
Likeability of the brand name plays an important role in building brand
equity of a brand. The brand name may not essentially be related to the
product but it should be pleasant & likable both visually and verbally.
• Transferability :-
Firstly, the brand name to be chosen should be such that it can easily be
transferred and be used for new extensions in the product line or
category.
Secondly, the brand name should be such that it can create brand equity
across geographic boundaries without creating cultural and linguistic
barriers.
 Cont…

• Adaptability :-
The name to be chosen should be adaptable and flexible so that with time,
changes can be made in the name, logo, etc to give the brand a new look
and make the brand appear modern and relevant.
• Protectability :-
Finally, the brand name should be protectable- both in legal and
competitive sense. The name should be unique so that it is not easily copied
or imitated by competitors.
 USP (UNIQUE SELLING POINT) & TARGET MARKET

• The USP of his brand of biscuits is that these biscuits are full of
nutrition and less in calories as instead of sugar, saccharine is used in
the biscuits.

As people are becoming more calorie conscious day by day, these

biscuits can help them avoid extra calories without compromising on
taste and nutrition.

• The target market includes children, youngsters and middle-aged of

upper-middle class and higher class.
 Cont…

• Generating as many names as possible for the brand :-

After defining the branding objectives, the second step involves
generating as many names and concepts as possible.
For the brand of biscuits, we chose the following :-
• Nutrivilla
• Crunchy-Munchy
• Nutribisc
• Nutridisc
• Chococrunch
• Disky-bisky
 Cont…

• Screening the generated names based on the branding objectives

identified earlier :-
This step involves matching the evolved names with the branding
objectives of the company and eliminate those names that do not match the
objectives or have double meaning or are similar to an existing brand, etc.

For e.g.. – names like crunchy-munchy, chococrunch are removed as they do

not conform to the branding objectives.

• Gathering extensive information about the final names :-

This step involves gathering more information about the generated

names before huge amounts are spent on consumer research. International
legal search is done on the final brand names in different courtiers to find
out the suitability of the name in different geographic locations.
 Cont…

• Conducting Consumer research to confirm Management expectations

as to the memorablity and meaningfulness of the names :-
In this step the consumers are shown the product, packaging, price, etc.
so that they can relate it to the brand name and understand how it will be
used. Realistic three-dimensional packages and animatic advertising might
also be shown.
Consumers are shown biscuit package, logo to relate to the different
brand name and the reason behind the name.
• Choosing the final name that maximizes the firms marketing and
branding objectives :-
Finally, based on all the information gathered, the name that maximizes the
firms branding and marketing objective is chosen & formally registered.
 Cont…

Thus, out of all the names mentioned earlier, ‘NUTRIBISC’ is the name that
is finally chosen as it is maximizes the firm’s branding and marketing
objective of being meaningful, memorable, likable, transferable, adaptable
and protectable.
The brand name when divided into 2 parts, namely ‘Nutri’ and ‘Bisc’
suggests its customers ‘a buiscuit full of nutrition’ which is the basic
essence of the brand.
Brand mantra is – ‘Khane main bariya, sehat ka zariya’
‘World Full Of Nutrition’
 Cont…

Logo -

The Biscuit – Chocolate

Plain biscuit