November 14, 2007

The brand "Naamakaran" Process

There is a lot which has been talked about Branding and it's importance , be it Personal Branding, Professional Branding, Organizational Branding .....How much difference a brand name makes is quite evident: An Allen Solly shirt without it's brand will almost sell for peanuts cry. Hence,what is first seen is the Brand and than the quality or the service so,what everyone sells is the Brand !!!

A good quality without a brand-name may be difficult to sink-in the minds of its intented audience.Sometimes,the branding is there but we loose track on the targetted audience.For example: Take a look at ApnaCircle, the business networking site by Sabeer Bhatia and the first thought that comes to mind is "Why the Non-Indians on the homepage when the name itself is so very Indian?". Compare this with Orkut, which realized the importance of having Indians on the homepage,with the popularity of Orkut rising in India!!!

Coming back to Branding, came across an interesting 9 step process of Branding by Jagdeep Kapoor referred as "Brand Naamkaran Process", which is listed below:

Birth of a the idea :
a. Identification/Creation of the customer's need.
b. Product/Service Janam[Birth]
c. Need for a Brand Naamakaran [Name].

Naamakaran Process :
  1. Define Brand Name through Overall Product/Service category.
  2. Refine Brand Name, aligning with the Core Values.
  3. Refine Brand Name in context of Location of Consumption.
  4. Refine Brand Name in context of Occasion of Consumption.
  5. Refine the Brand Name keeping in mind The Timing of the Launch.
  6. Refine the Brand Name keeping in mind The Brand's Future Map.
  7. Refine the Brand Name keeping in mind Competitive Brand Names.
  8. Refine the Brand Name keeping in mind Specific Product/Service Category.
  9. Refine the Brand Name keeping in mind Customer Segments.
Birth of a Brand :
e. Brand Name finalized !!!!

Detailed description on the 9 Branding steps would follow soon ...

Related Articles :
Dabawalas , building lasting success based on values...
Brand Battles

Labels: ,


At Nov 15, 2007, 1:41:00 AM , Blogger 100rabh™ said...

good to see u back in action

At Nov 15, 2007, 1:48:00 AM , Blogger Himanshu Sheth said...

@Saurabh: Yes feels nice :) Was away from my blog since many many days :)

-Himanshu Sheth

At Nov 18, 2007, 7:58:00 PM , Blogger Purnank said...

Yes Dear,

A "Unique" and "Catcy" brand name is important....

From India, I can look up to ITC. Its the Imperial Tobacco Company of India, that gives you John Players to wear. Hotels, Sunfeast, Aashirwad

Efficiently utilizing their SCM.

Have a look at this page to know their brands...

At Nov 25, 2007, 4:33:00 PM , Blogger Upasna said...

I like the example of would be interesting to know, how they they made people believe that they are so much more than tobacco...

At Dec 4, 2007, 11:08:00 AM , Blogger Himanshu Sheth said...

@Purnank and @Upasna:Sure,ITC is a great example where they not only created a Brand in the field of Ciggarates but also managed to get out of that mode and establish the brand in clothes,apparels etc.

-Himanshu Sheth


Post a Comment

Subscribe to Post Comments [Atom]

<< Home