In Brand Naamkaran, branding expert Jagdeep Kapoor reveals the power of a well-chosen brand name. This book outlines nine critical steps to crafting a name that resonates with consumers, enhances market recall, and aligns with business strategy. With real-world case studies, Kapoor explains how companies can create brand names that drive growth and trust. Essential for entrepreneurs, marketers, and brand strategists, this book provides a winning formula for brand success in diverse markets.

To fully understand and appreciate the significance of defining the brand name through the Overall Product or Service Category, stop for a moment and remember that this is the starting point of our journey towards choosing a brand name. The Overall Product or Service Category is our entry point of the Brand Naamkaran process.

The Overall Product or Service Category, the first Brand Naamkaran process step, is critical in defining the type or kind of name that should be chosen.

In my Brand Naamkaran process, in this first step we define the brand name and in the other eight steps, we refine the brand name.

From this entry point to the final choice of a brand name is a transition from Zero to Hero. We zero in on the Overall Product or Service Category and go through the Brand Naamkaran Process via the Specific Product Category in our quest to find the appropriate brand name for the hero, the Brand that will eventually rise to become a star in the firmament of highly successful brands.

The Overall Product or Service Category is very crucial in deciding the brand name because in India there are two distinct and mutually exclusive segments: Desi Khari and English Marie.

• Desi Khari caters to the Ethnic segment.
• English Marie caters to the Foreign segment.

Thus, if the Overall Product or Service Category is the Foreign English Marie segment, the appropriate brand name should be a foreign-sounding English Marie brand name.

Similarly, if the Overall Product or Service Category is the Ethnic Desi Khari segment, the appropriate brand name should be an ethnic-sounding Desi Khari brand name.

It is a lack of understanding between these two that leads to merry mix-ups in marketing with tragi-comic endings.

Let’s look at the pizza brands like Domino’s or Smokin’ Joe’s, one a multinational major and the other a homegrown Indian brand. The one thing they both have in common is English Marie names that suit their product category. But what happens should either of the two pizza kings decide to extend their brand to papads?

Think about it, would you buy a pack of Domino’s or Smokin’ Joe’s papad?

Lijjat Papad, yes! Desi Khari Lijjat teams well with the Ethnic category of papad. The mind does not boggle and reject the offering.

Just like the mind is comfortable with Domino’s or Smokin’ Joe’s pizzas. An English Marie brand name making an English Marie offering. It rolls well on the tongue and in the mind. And it sure translates into good sales.

Here is an easy-to-use analysis to define the Overall Product or Service Category through the Desi Khari, English Marie method:

Desi Khari, English Marie Analysis

• Define Overall Product Category
• Check if it is Ethnic or Foreign
• If it is Foreign, it is:
  • It must have a Foreign name
  • Example: Pizza → Foreign → English Marie → Smokin’ Joe’s

Conversely:

• Define Overall Product Category: Papad
• Check if it is Ethnic or Foreign: Ethnic
• If it is Ethnic, it is:
  • It must have an Ethnic name
  • Example: Papad → Ethnic → Desi Khari → Lijjat

But the one below may be inappropriate:

• Define Overall Product Category: Pickles
• Check if it is Ethnic or Foreign: Ethnic
• If it is Ethnic, it is:
  • It must have an Ethnic name
  • Example: Pickles → Ethnic → Desi Khari → Maggi (Inappropriate)

As you can see, the Overall Product or Service Category sets the pace. It operates within a pre-defined customer mindset. Therefore, marketeers must be sensitive to the Desi Khari, English Marie concept.

The Overall Product or Service Category helps dovetail the brand to the expectations of the consumer. Looked at in this context, the Brand Naamkaran assumes a great deal of importance. Because if the brand name is not mated with the expectations of the consumer on the basis of the Overall Product or Service Category, consumers may not hear the call of the brand. They may not even recall the brand name. And consequently, brand trials will be difficult to come by.

If it is not mated or coordinated to the Overall Product or Service Category, the result is an inappropriate brand name. This misalignment will mar the branding process by misleading or miscuing the consumer into expecting something and eventually getting something else. No matter how good the product, if belief is belied, there is no satisfactory consumption. And consequently, there is a degree of dissatisfaction which translates into loss of sales and a plunge in brand popularity.

On the other hand, consider the fate of a brand if a customer shies away from trying it out because he believes it to be something other than it is. The outcome: low trial, low sale.

Even though the product may deliver on the tangible level, it may be unsatisfactory at the intangible level.

Maggi pickle may taste great and its tangible values may be satisfactory. But its brand name does not gel with the Overall Product Category. No wonder then that consumers shy away from the Desi Khari offering that bears an English Marie name.

Conclusion:

The Overall Product or Service Category lays the foundation for a brand’s success or failure. Market alignment is crucial. When done correctly, a brand name resonates with its target audience, ensuring brand recall, product trials, and, ultimately, sales success.

By adopting the Desi Khari, English Marie analysis, brands can ensure that they are positioned effectively, making a powerful first impression in the consumer’s mind.

Get your copy of Brand Naamkaran by Jagdeep Kapoor and learn to use a scientific, structured approach for naming your brand that minimizes risk and maximizes success.