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IN SERVICES, WHATS IN A

NAME?
GROUP-5
SHARADA (058)| MANASH (091)| POOJA (102) | SONIA(114) | SWETA (118)

WHAT CAME FIRST? QUALITY (OR)


NAME?
Does the name of a service
provider matter a lot?

Where does the Name end


and the perception of service
start?

Would IBM be successful if it


were called by any other name?
or would Allegis have
succeeded?

We can only form theories, but


unless it actually happens, we
would never know

For Services, the name acts


as the initial branding
measure.
A strong name could
accelerate market awareness
and acceptance of high
quality service.
BUT: Name alone can not
sustain an organisation if the
service quality as perceived
by the customers is poor.

CHARACTERISTICS OF A STRONG BRAND NAME:


Relevance

WHY?

HOW?

Needed to ensure
immediate identity to
the service supplier and
distinguishes it from the
competition.

Instead of following the


regular naming
conventions of the
industry, use an
unusual and an
uncommon name.

Memorability

Flexibility

A Distinct name is a first


step, it doesnt mean that
we can afford to discount
the other 3 factors.

Distinctiveness

CHARACTERISTICS OF A STRONG BRAND NAME:


Relevance

WHY?

HOW?

Needed to convey the


essence of the service
offered.
Helps create an identity
and a position for the
company in a
customers mind.

Associative memory to
be operated.
Eg.: Combine the
nature of service
offered and means by
which its served.

Memorability

Flexibility

We observe that MetLife and


VISA have distinct names
which are also relevant.

Distinctiveness

CHARACTERISTICS OF A STRONG BRAND NAME:

WHY?
High recall usually
translates to high sales
and hence high revenue.
With this in mind, its
crucial that the brand
name is Memorable for a
consumer.

Relevance

Memorability

Flexibility

HOW?
Distinctiveness helps, but random
words which arent related would
reduce memorability.
Brevity should be kept in mind
Longer names are shortened by
people.

We see that VISA and Marriott are both


memorable, while MetLife, particularly
among the Indian Audience isnt as much
popular.

Distinctiveness

CHARACTERISTICS OF A STRONG BRAND NAME:


Relevance

Memorability

WHY?

HOW?

The business is here to


stay and expand in the
future across geographies
and sectors. Flexibility is
required to ensure that the
name applies not just now
but in the future as well.

By ensuring that the name isnt


geography specific is step-1. This
ensures that your service (unless
its a key attribute) can be
accepted by people across
boundaries.

Flexibility

Clearly, VISA
satisfies all the 4
characteristics of a
strong brand name,
while others lag in a
couple.

Distinctiveness

THANKYOU