Name Development Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... December 2009

News and notes on marketing research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

In Case You Missed It... October 2009

News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Guidelines for success

Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.

It sells the product by itself

There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.

What’s in a name? Plenty.

The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.

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Related Articles

There are 5 articles in our archive related to this topic.

Using tachistoscope, semantic differential and preference tests in package design assessment

Taken from the book Handbook of Package Design Research, this article discusses a research methodology that measures consumer response to test package/label designs in terms of three decision criteria: impact, imagery, and preference.

Research encourages a comprehensive re-design of Blue Nun packaging

After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Trade Talk: Brand names offer emotional and psychological benefits

This article discusses the insights regarding brand names discovered by DDB Needham Worldwide as a result of its annual Life Style study.

Testing product names

Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

The name game

An overview of the ways qualitative research can help the name generation process. Tips are presented for dealing with pronunciation issues, winnowing the list of candidates, and testing the final list of most promising options.