A nominative brand is a type of brand that identifies and differentiates a product through the use of a word or set of words.
That is to say, the nominative brand is the name or the denomination that represents a product or a company. To represent it, letters, words or numbers can be used that can be vocalized and written to form the name.
Indeed, this name or denomination allows to easily differentiate and identify a product or company from the rest of the competition.
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Characteristics of a good nominative brand
Fundamentally, the objective of using a good nominative brand is to achieve a good position in the market.
In order for a product to be able to position itself adequately through its nominative brand, the brand must have the following characteristics.
1. You must point out the advantages of the product
Of course, a good nominative brand should indicate the main advantages or characteristics of the product just by saying it. In this way, just by saying it, an advertising message about the product is being transmitted .
For example, if a soap is called Sparkling, it indicates that a characteristic of the product is that it generates a lot of foam.
2. It must be short
On the other hand, it is recommended that a nominative mark be short. Because the shorter the name is, the easier it is to remember. Regularly when the nominative marks are very long, people tend to cut them short.
We could mention very successful short name brands such as: Fab detergent, Bic pens and Knorr soups.
3. It should be easy to pronounce
Naturally, when a brand is easy to pronounce, it is mentioned more and more easily positioned in the mind of the user. consumer's. Whereas when it is difficult to pronounce people avoid using it. If a brand is mispronounced it distorts its value.
For example, famous brands like Facebook that should be pronounced as “Feisbuk”, also the case of Google that its pronunciation is “Gugol”. Therefore, if people mispronounce them, it is negative for the brand.
4. It must not be generic and must be differentiable
Also, the idea of placing a name brand on a product is to be able to differentiate it from the competition. Therefore, it would not make sense to place the common name of the product as a product name, since it does not add difference. If a company sells bananas it should not give it the brand name Banano, because it is the generic name of the product.
5. It must be stable over time
Furthermore, a nominative brand should be designed to last for a long time. For that reason the name should not be associated with something fashionable or fleeting, because over time the name becomes totally out of date.
Coca Cola is one of the nominative brands that has been on the market for more than a century. And it has long remained well positioned in the minds of people of different generations.
6. Must be registrable
Obviously there are certain words of vulgar use that cannot be used as registered trademarks. They could even be registered in one country, but it could be that in another country the same word used as a registered trademark cannot be registered because it may have a different meaning.
7. It should be easy to decline
Finally, the brand should be easy to decline, meaning that other secondary brands can originate from it. In this case we can mention the brand name Nestlé that Nescafé, Nesquik and Nestum derive from it for example. All derived marks retain the syllable Nes.
Advantages of using a registered trademark
The main advantages of using a registered trademark are:
1. The use of a name helps to identify the product
Above all, the brand name is essential to be able to identify a product. Also, a word is very easy for anyone to remember. The nominative brand helps to remember and position the brand in the mind of the consumer.
2. Protect the name of products and services
Certainly, by being registered the trademark owner can legally prevent someone else from using the same name. Of course, as long as it is in the same category of products where you compete.
For this reason, it is recommended that the nominative brand:
- It is used as it has been registered, if it undergoes many modifications it is more difficult to position it properly.
- Let it be registered because if someone else wants to use the same brand name in the same product category, they will not be able to do so.
Finally, we conclude by saying that the nominative brand is very important for the positioning and success of a product in the market. Since a suitable name for a product or service allows to launch a suitable communication message for the target audience. It should not just be a nice-sounding name, but effectively give the product its own identity, capable of distinguishing it from others offered by other companies in the same product category.