Sometimes a brand name stops fulfilling its functions, slows down brand development, or challenges brand personalization. Then, a company has to make a painful decision to change it.
But before choosing a new name, it is important to understand why the old one failed. To do so, companies can request a brand name audit.
In the course of this process, specialists pay attention to the following factors:
- Dissonance or difficulties in pronunciation. Consumer behavior analysis shows that complex names or negative associations push the target audience away.
- Discrepancy: a brand name can be inadequate for brand positioning or nature.
- Local use: a brand name can be inappropriate in a certain country or region.
A name is a basis that supports other brand attributes. Fabula Branding offers all types of naming-related services, from audit to name legend development.