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Marketing & Branding

 

Abbreviated brand names

Created by : Venugopal K, PR & Media Relations Manager, Ogilvy & Mather  | 11 27 2008 08:26:11 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : Brand Names Abbreviated Abbreviated Brand Names
Activity:  427 views;  last activity : 06 30 2011 16:27:52 +0000
Should brand names be abbreviated?
  
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Top Argument
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1st to understand "abbreviation" the phonological or orthographic sound or appearance of a word that can be used to describe or identify something and if using "abbreviation" for a brand isnt good than why leading brands have adopted it & having strong registration of their brand name.........


By Qazi Munir, Asst.Manager Marketing, interwood  06 30 2011 11:38:08 +0000
 
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This is hard to predict. There is no rule which tells that abbreviated brands will be a success. If it is, then go for it.
By Munshi Ramchand, Retired  | 06 30 2011 15:36:48 +0000
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I am in favour of abbreviation only because an abbreviated brand name has a better top of the mind recall. MRF, HMV, BSNL, VSNL, ONGC ...and so on are better sounding. But  having said that one has to proceed with caution. The abbreviated name should suit the brand image It should not sound sexist or racial or make a mockery of its original name. For example Doordarshan cannot be abbreviated to Door or something silly like that. It should make sense when expanded.
By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 03 07 2009 16:12:14 +0000
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I think this technique is very powerful and works even till date. If we look at PVR cinemas I think they are always at the top of the mind list. And this actually excites people as to what PVR stands for. The world is bit tricky today and you need to play with them in order to keep them involved with you.
By Rajesh Kanwar, Media Planning,J Walter Thompson  | 11 27 2008 08:32:15 +0000
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Yes I think it should be because they gain more popularity by that people try to find their original name and this gives them more inquisitiveness. There are various brands which were actually successful b this approach like HMV, MRF etc.
By Venugopal K, PR & Media Relations Manager, Ogilvy & Mather  | 11 27 2008 08:26:11 +0000
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The concept of 'Brand' is much wider than just the name. It involves logos, colours, sounds etc.  People recognise the Nike brand just by the 'swoosh' mark even if the name is not mentioned.  Ferrari and Kingfisher are easily identified by their red colour.  Airtel is identified by its music tune.  Brand ambassadors also play a big role in enhancing the popularity of a brand.  Name is just one aspect of a brand.  It is not wise to take a call that abbreviation will improve the recall of a brand.  It depends on multiple factors as mentioned above.  Only when all these factors work in tandem does a brand get great value.
By Kalyana Krishna, AUT, Human Resources, ITC Limited  | 06 30 2011 16:33:24 +0000
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I don't think abbreviation gives brands top of the memory recall. Its easy to remember names like Zee than HMV.

By Sachin Pande, PR & Media Relations Manager, Mudra Communications  | 11 27 2008 08:29:24 +0000
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