Some of the most popular brand names in America
today can certainly make an English teacher cringe in embarrassment: care for
some Froot Loops?
Some of these brand names are the results of
actual, accidental grammar and spelling errors during their infancy. Instead of
correcting them, however, managers decided to use them to their advantage. Many
others were deliberately misspelled for marketing purposes (risking the ire of
every English teacher). This technique is called sensational spelling, and it
has worked for many brands.
According to UCLA marketing professor Sanjay Sood,
three key principles highlight the need for sensational spelling: memory,
meaning, and legal protection. Companies want their brand names to be easily
remembered and can instantly describe the product. They also want to own the
rights to the nomenclature. It's a great strategy.
However, finding the right brand name is just one
part of the process of branding. It is not only the name that must reflect what
the product is about, but everything else connected to the brand. These include
the logo, advertising copies, packaging designs, and websites.
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