April 23, 2008
Is Barbie Contributing to her Own Brand Naming Dilution?
The news that Barbie has seen her sales decline by 12% this year is worrying for Mattel, but surely surprising to any parent who has had to keep track of his daughter’s ever expanding collection of ubiquitous toys.
Barbie is still the number one brand name when it comes to girls toys, but girls seem to be pulled in many directions nowadays thanks to video games, iPods and Bratz dolls, to name a few.
Despite the slump, Barbie has experienced a rebirth in the last few years thanks to a whole slew of new movies that see her as empowered, strong and independent. But what does occur to me, as well as to the dads I know who are in the marketing biz and feverishly buy these DVDs for their daughters, is how the Barbie name has become something of a sub-brand when it comes to their naming and branding.
There’s Barbie: The Princess and the Pauper; Barbie: The Twelve Dancing Princesses; Barbie: The Island Princess as well as Barbie: Mermaidia and Barbie: Fairytopia. Not to mention Barbie: Mariposa (think butterflies).
Here’s where it gets tricky. In very few of these movies does Barbie actually get called, Barbie. In Island Princess she’s Rosella, and in Princess and the Pauper the two twin princesses are Annaliese and Erika. In 12 Dancing Princesses she is Gennevieve, and so on.
The idea here is for the viewer to assume that Barbie is playing different parts in the movies, but it’s a stretch. Especially for a five year old, who might feel she has a few Barbies as well as a Mariposa doll.
It looks to me like these are movies given the Barbie seal of approval, rather than movies that feature a character named Barbie (who does in fact speak to the kids when the DVD menu comes up with a cheery “Hi, it’s me, Barbie” but, like some kind of higher power bestowing blessings upon the tale, does not show her face).
Phew. A guy needs a cheat sheet just to keep abreast of all the different brand naming going on here.
With all of these new products being poured on the market, could Barbie be facing brand naming dilution?
Add the thousands of Barbie clones that are out there, and it seems to be that Mattel is contributing to its own problems by creating what look to me like Barbie knock-offs rather than real Barbies.
How about a few movies that star a young woman named Barbie?
Technorati Tags: Barbie, Mattel, Toys, Dolls, Bratz, Brand Name Dilution, Sub-brand, Movies, DVDs
Posted by William Lozito at 7:34 AM
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April 22, 2008
Brandz Ranks the Value of Brand Names Globally
Millward Brown's Top 100 Most Powerful Brandz report is a major undertaking, congratulations to MB.
However, you may call me a cynic, but I always question huge percentage changes in data over a one year period.
For instance, are we to believe that during 2007
- Apple's brand value increased by 123%?
- Blackberry's brand value increased by 390%?
What it tells me more than anything is that the Millward Brown Brandz methodology, at least in some instances, is overly sensitive to input.
Having said that, the broad findings of the most powerful brands are most likely valid, but I wouldn't put a lot of stock in the yearly percent change in brand value.
The study ranks Google #1 in brand value worldwide. Maybe that's true. Maybe it's not.
Could Google's ranking, be in part, because the name is ubiquitous as both a noun and a verb or is it vice-versa?
It would be interesting to see what a buyer would pay to acquire Google, which consists primarily of intellectual property or intangible assets versus the #2 brand, GE, which consists primarily of physical assets.
David Goldstein quoted a Millward Brown exec that stated that “strong brands continue to outperform weak ones in terms of market share and share price during recessions.”
Again, I don't think so.
I'm not aware of a recession in the U.S. or worldwide during 2007, the study period. My understanding of economics is that a recession is defined as two consecutive quarters of declining GDP.
Again, am I being overly picky? You decide.
Finally, Millward Brown is to be congratulated on this major brand study, even with its perceived shortcomings by a sample of one.
Technorati Tags: Google, Blackberry, Apple, Brand Value, Global Brand, Market Share, Share Price
Posted by William Lozito at 10:33 AM
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April 18, 2008
A Product Code Name Worth Watching
Remember when tubular was a term of approbation? Okay, maybe not.
Nokia’s code name for its proposed “iPhone killer” is Tube.
The mobile giant isn’t big on giving its products real names; Symbian Freak speculates that the Tube is part of the S60 line. For the general public, however, Tube is easier to remember.
Engadget describes the Tube as “grossly codenamed," and I have to agree that tube is not an especially sexy word, and in one meaning, conveys entirely the wrong shape for a mobile phone.
But there is logic to the name. The dominant feature of the Nokia Tube, like the Apple iPhone, is its screen. It’s a phone for watching video on. Back in the day, everyone referred to the television as the tube.
These days, not even televisions have vacuum tubes in them any more, but language can be slow to catch up with technology. We still talk about rewinding digital audio and video files. Although it may be that a more typical alphanumeric Nokia designation will actually sound more modern.
Besides, the example of pace Microsoft, the real name is supposed to be cooler than the code name.
Technorati Tags: Nokia Tube, Apple iPhone, Apple, Inc, Nokia, Cell Phone, iPhone Killer, Microsoft
Posted by Diane Prange at 8:05 AM
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April 16, 2008
Pico: The Latest Word in Nano Product Naming
By now, everyone knows that nano means small. Though Apple’s iPod Nano is the most famous product to possess that name, there are 299 registered or trademarked Nano products in the same class, and more than 1200 overall.
In short, the Nano name is getting tired. If you want to name something small, you have to look elsewhere for inspiration.
That’s just what Super Talent has done in creating its Pico drives, which I first spotted on Pocket-lint.
While Engadget points out that at least five other companies have claimed to produce the world’s smallest USB flash drive, Pico is the most aptly named.
The other contenders are the Kingmax Super Stick, the iDisk II, the Pretec Bella, and Toshiba’s MK2001MTN hard drive, which doesn’t use flash memory.
In the International System of Units, pico denotes one trillionth, whereas nano is one billionth. So a pico-whatever is definitely smaller than a nano-whatever.
It wouldn’t surprise me, however, if Apple started using Pico drives to make its Nano even smaller.
Technorati Tags: Pico, Nano, Apple, Super Talent, USB Drives, Toshiba, Size, Hard Drive
Posted by Diane Prange at 9:56 AM
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April 15, 2008
Silver Seal is Product Naming Gold
I just read about Seal Shield's medical grade washable keyboard that uses exclusive waterproof technology and antimicrobial plastic. The alliterative Silver Seal name grabs your attention and promises a higher quality solution (in the silver) and protection (in the seal).
But there is more to name behind the product. Most consumers are not aware that silver has antimicrobial properties that kill germs and prevent the spread of disease.
Samsung introduced the idea of silver nano particles in household appliances back in 2003 (refrigerators, washing machines, and vacuum cleaners) and silver nano has been used to combat germs in socks, shampoo, and toothbrushes and it’s now being used to irradiate microbials on your keyboard, which by the way has “400 times more bacteria than your average toilet.”
The Silver Seal product name may be slightly ahead of its time, in terms of consumers fully appreciating the implications of silver, but it is poised to name a growing category of silver products developed to combat staph infections and other serious disease on your keyboard or in your washing machine.
The fact that it is dishwasher safe gets my vote too.
Technorati Tags: Silver Seal, Seal Shield, Silver Seal, Antimicrobial, Samsung, Silver Nano, Keyboard, Washing Machine
Posted by Diane Prange at 12:33 PM
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March 27, 2008
Will Wal-Mart Ruling Start Parody Naming Trend?
In copyright law, parody counts as “fair use.” So too in trademark law, it would seem. Wal-Mart accused Georgia resident Charles Smith of infringing on its trademark by selling products emblazoned “Wal-ocaust” and “Wal-Qaeda.”
It’s no surprise that Wal-Mart doesn’t find these particular parodies amusing, but even if Smith’s sites didn’t feature prominent disclaimers, it’s unlikely anyone would find the names—or the logos, for that matter—“confusingly similar.” The average person is plenty smart enough to realize that none of the T-shirts, posters, or bumper stickers comes from Wal-Mart.
And that’s exactly what Judge Timothy Batten concluded, as WebProNews reported. Smith is free to go on using the names “Wal-ocaust” and “Wal-Qaeda” to sell products.
Of course, Smith’s aim is to make a political point, not establish a business. Any company that chooses its name as a parody of another company risks obsolescence once the subject of the parody is no longer a household name. Some brands might continue to flourish even if no one gets the joke anymore, but if Wal-Mart went out of business, there would be no market for Wal-ocaust T-shirts.
Which is probably just what Charles Smith would love to see happen.
Technorati Tags: Wal-Mart, Wal-ocaust, Wal-Qaeda, Trademark, Charles Smith, Judge Batten, Logos, T-Shirts, Bumper Stickers
Posted by William Lozito at 4:42 PM
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March 7, 2008
A Perfect Name…for a Portable Hair Salon
Springwise listed “multi-sensory pop-up spaces” among its most promising new business ideas for the week of March 6th, 2008. Canadian manufactuer Eventscape markets these fascinating alternatives to cubicles and trade-show booths under the name Kapsel.
To an English speaker, this is a good choice of name. Kapsel is obviously an alternate spelling of capsule, and this product is a showroom in a capsule.
If you speak Dutch, it’s a different story. Kapsel means hairdo in Dutch, and in fact there’s a famous Google bomb in which the Dutch Prime Minister appears if you search for “raar kapsel” (weird hairdo).
So Eventscape might have a little trouble selling to the Dutch market, unless they offer their “adaptable environments” to hair stylists to use as portable salons.
Technorati Tags: Kapsel, Eventscape, Hairdo, Dutch, Product Name
Posted by Diane Prange at 4:30 PM
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March 4, 2008
Mountain Bike Product Naming Brings Out the Animal in Us
A South African bike manufacturer is getting ready to conquer the world by using some savvy brand naming.
Silverback Technologies makes the hardy Silverback bike, which is ”a symbol of reliability, strength, a leader of the pack, with a cool edge." Naming bikes after animals seems to be a trend. Advanced Sports Inc has named their new Fuji sub-brand after the Kestrel.
As for me, I still remember the Mongoose.
I’m just amazed that a name like Silverback took so long to be incorporated into a brand name. I am glad to see that an African company has done the honors, even if there are no Silverback’s in South Africa.
Technorati Tags: Bike, Product Naming, Silverback, Mongoose, Mountain Bike, South Africa, Bike, Kestrel
Posted by William Lozito at 7:35 AM
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December 6, 2007
Brand Name Evaluation - The Importance of Context
As naming professionals, we are always surprised with associations that people make with the name candidates we present.
I feel it tells us as much about the person and their view of the world as it does their opinion on the name candidate.
One very common response we hear is "That name reminds me of x."
Our response is "You really have to evaluate the name candidates in context." Take the name American Eagle, for example.
- American Eagle is the regional carrier for American Airlines.
- American Eagle is also a retail clothing chain that is located in many shopping malls.
So, if our assignment were to name a clothing chain and we recommended American Eagle, it's very typical for client to say "It reminds me of an airline" and dismiss it for that reason.
We say, "Wait a minute." How about the Ford Fusion and the Gillette Fusion razor and the V8 Fusion juice?
As you can see, the same name can co-exist in multiple categories and not be confusing since all of these brand names are presented in context.
When I go to a store to buy Gillette Fusion razors, I don't think automobiles or juice.
Technorati Tags: American Eagle, American Airline, Ford Fusion, Gillette Fusion, V8 Fusion
Posted by William Lozito at 1:51 PM
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December 4, 2007
Brand Naming Can Tattoo You
I've said it before and I'll say it again: If you want a sure way to get your brand naming under people's skin, think tattoos.
As the latest trend, companies are not only incorporating tattoo art into their brand names, but also creating brands that are designed to appeal to people with tattoos.
- The convenience store chain 7-Eleven has a new energy drink called "Inked," which is "aimed at people who either have tattoos or those who want to think of themselves as the tattoo type."
- Dunlop has offered free tires for years to anyone who will get their "Flying D" tattooed to their body.
- General Mills is selling fruit roll-ups that allow kids to create "temporary tongue tattoos."
- Christian Dior, Tag Heur, Aussiebum, Bling, Benefit Cosmetics are all looking into creating "tattoo logos" in India, because tattoos are a big part of Indian culture.
Captain Morgan's new rum is called "Tattoo."
As you can imagine, people of all ages and nationalities wear tattoos, which means that you almost cannot lose by incorporating tattoo advertising into your brand.
What's next?
Technorati Tags: Tattoo, Brand Tattoos, 7-Eleven, Dunlop, General Mills, Christian Dior, Aussiebum, Captain Morgan
Posted by William Lozito at 9:47 AM
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November 6, 2007
Brand Naming: Handi-Vac Name That Sucks
The good news, at least for anyone who's ever experienced freezer burn: Reynolds is bringing out a $9.99 vacuum-sealing unit.
The bad news: they're calling it Handi-Vac.
If a "Handi-Vac" sounds like a wannabe Dustbuster to you, there's a reason. There are several Handi-Vacs out there already, with minor variations in spelling but the common function of providing suction.
- The Handi-Vac pick-up tool
- The HandiVac refrigerant recovery unit
- Hoover Handivac vacuum cleaners (no longer sold)
- Handy Vac wet/dry vacuums
- Hand-E-Vac medical aspirators
Worse yet, the name sounds a lot like Handi-Wrap-which is not a Reynolds product.
What's wrong with "Freezer Vac"? The domain and trademark are both available, and it would make the purpose of the product a whole lot clearer.
Technorati Tags: Reynolds, Handi-Vac, Dustbuster
Posted by William Lozito at 10:09 AM
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November 1, 2007
Coined Brand Names: Findability vs. Brand Dilution
We've talked before about the trend toward funky names and alternative spellings among Web 2.0 companies. Many of them even have similar logos, making them even harder to tell apart.
Some domain name specialists argue that if you don't choose a generic name, one that describes the nature of your business, for an Internet-based company, you are leaving money on the table.
The basic reasoning behind this argument is that when people are looking for something online, they're likely to try typing a generic name into the address bar. So, if they wanted to find books, they might type "books.com." And if you call your online bookstore "Books.com," people will find you online even if you don't do a lot of advertising.
Just about everyone now online knows that if you want to find books, what you actually type is "Amazon.com." But that's only because Amazon has done good job marketing itself, to the point where people associate Amazon with books in much the way they associate Kleenex with facial tissues and Xerox with photocopying.
Owning a generic domain name can certainly be useful. If you type "books.com," you get redirected to Barnes & Noble, which wasn't about to change its very recognizable name just to get a website, but had clever enough SEO advisors to take this step to associate its name with its product.
But the last thing a company trying to build a lasting brand wants is to commit genericide and have everyone else's knock-offs confused with their quality product - even if such genericization is a sign that your product is the one with the most market mind-share.
It's true that companies with physical presences and products have an easier time associating a coined or fanciful name with a particular thing - we see the Kleenex boxes on the shelves of the supermarket, after all. But even those companies have to spend time, energy, and money on advertising and marketing before they become household names.
A company with a descriptive or generic name still has to promote itself. Flicker.com only gets 150,000 visitors a month because Flickr is so popular. Even though the folks at Flickr would do well to buy flicker.com (if they can) and any other possible spellings, the "generic" name is only valuable because of what the specific name means to people.
Technorati Tags: Amazon, Kleenex, Flickr, Barnes & Noble, Xerox
Posted by Diane Prange at 11:24 AM
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October 17, 2007
APWagner Looking For Oldest Appliance: What Brand Name Will Win?
APWagner, an appliance parts company, is running a contest to find America's oldest appliance.
The Absolute Overall Oldest Appliance owner will get three new Whirlpool appliances plus $1000 cash, while the "Craziest Video Entry" winner will get three new GE appliances.
It seems APWagner figured the Whirlpool brand name would appeal to people who want longevity out of their appliances, while GE would appeal to creative people. In my opinion, however, all of these brands have qualities built into their names.
If you still wonder how old your appliance has to be in order to win a contest, the Old House Web has a list up:
- Dishwashers should give you from 5-12 years of usage
- Washers and dryers 8-12 years
- Fridges and stoves 15-20 years
Now we have to wait and see which appliance brand name will beat these numbers.
Technorati Tags: GE, Whirlpool, Appliances
Posted by Diane Prange at 3:14 PM | Comments (0) | TrackBackOctober 1, 2007
Company Naming That Is As Funny as It Wants to Be
There are many company names that are funny without really meaning to be, for example STD Contractors, the WTF Group, or Phag.
Some restaurants also just seem to create unintentionally memorable names, such as the House of Hung or Yuki Sushi. Boring Business Systems is another name that is kind of, you know, boring.
The fact that these names are funny works against the brand. Yes, they are memorable, but they are not doing much for the business - who really wants to eat "Yuki Sushi," even if it is easy to remember?
On the other hand, Raymond Lawrence has an excellent post up about funny business names that work. Nerds ToGo, Pet Butler, Boneheads and College Hunks Hauling Junk are all on the crazy side but they get the service message across. Brick Kicker gives pizzazz to a home inspection business, and FunBus is a better service offering than "livery service."
The point is that these company names are funny because they want to be: they're laughing with the customer and not being laughed at. Walking that line, however, is no small feat.
Technorati Tags: Company Naming, Funny Business Names, Memorable Names
Posted by William Lozito at 10:06 AM
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September 19, 2007
Company Naming Changes in India
If China is the world's factory, then India is the world's back room.
But both countries are developing their own brands. Companies in both India and China are gaining in prominence and stature and someday, in the not too distant future, China will be the world's second largest economy, closely followed by India, or the other way around.
In India, there's Tata Steel, who might be buying Ford Motor Co.'s Jaguar and Land Rover units for auto parts, and the famous high tech companies such as Infosys and Wipro Technologies.
As a demonstration of India's evolving economy, more and more companies are implementing company naming changes.
Arati Menon Carroll has written a very interesting article on the subject in a recent edition of the Business Standard, India's leading newspaper.
Our proprietary Company Naming Changes research reveal that there are 1,409 company naming changes in the US in 2006. Again, this phenomenon is becoming more common in India as its economy continues to develop.
I had the privilege of being interviewed for the Business Standard article.
Technorati Tags: Business Standard, Tata Steel, Ford, Jaguar, Land Rover, Arati Menon Carroll, Company Naming Changes.
Posted by William Lozito at 10:30 AM
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September 18, 2007
Reventon Brand Name a Blowout
Lamborghini has just introduced a $1.6 million car, and named it after a bull.
While bulls are symbols of power, speed, and virility, and the bull Reventón was particularly aggressive, the name Reventón doesn't have anywhere near enough sex appeal to match the car itself.
Reventón is Spanish for burst, which is fine if you think of a burst of power, but the word is also used to mean a blowout, as in a flat tire. It also means outburst, as in an emotional display.
Those connotations would have been lost on non-Spanish-speaking auto-fanciers before the Internet.
Now bloggers have the power to spread naming gaffes around the world in mere minutes, and the Reventón is likely to go down in history as second only to the Nova in awkward auto naming experiments. And, indeed, if you have a reventón, your car will no va.
Even without that problem, however, the name just sounds too clumsy. It doesn't have the smooth, rolling power of, say, Lamborghini. Even removing the n from the end of the word would give it a better sound, though for a car like this, a one-syllable name that whips past you at high speed might be more appropriate.
Too often, we buy products that don't live up to their names. In Lamborghini's case, the name doesn't live up to the product.
Technorati Tags: Lamborghini, Reventon, Product Naming, Brand Naming.
Posted by Diane Prange at 9:40 AM
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August 31, 2007
Brand Naming v. Brand Extensions: Survival of the Funniest?
As a naming consultant, developing product names for brand extensions is a topic that I've written about before... and it's a strategy that is often necessary for a brand to continue growing.
The recent news that Guinness is diversifying into red beer with the launch of their new Guinness Red drink is a perfect example of this kind of brand extension.
For 250 years, Guinness has meant black and white. It's a black beer with a white froth. Now, parent company Diageo is pushing the brand in directions never been before... offering us Guinness bread and even your own froth maker called a "surger."
Some drinkers are not impressed... the World of Beer grumbles, "Guinness is stout, plain and simple. Not some Kilkenny knock off, not a weird looking creation which, judging by the photo published online at The Sun, boasts tomato juice as an ingredient, but stout. The black stuff. Period." Yet, other beer bloggers can hardly wait for the weekend to try it.
What's up? Extending a brand name, no matter how old and powerful and well loved it is, is something marketers feel compelled to do.
Even Guinness can't rest on its laurels... it has to offer extensions to customers or be swept away in a tide of microbrews and light beers into the ever smaller space of a niche brand name.
TD Clark's excellent article on the subject talks about how newer brands, like Crocs shoes, are already creating new brand names out of old ones. The Crocs brand is now offering apparel consumers "Crosslite rt" or "relaxed technology" shoes. This is aggressive brand naming at its finest, given the relative newness of the Crocs brand name.
Similarly, Mars is offering us a Starburst Drink... you remember Starburst fruit chews, right? By the way, this is an awful line extension, I think, and is doomed to fail. And current TV is using brand extension strategies to "expand its web presence and increase its marketing efforts."
Technorati Tags: Guinness, Diageo, World of Beer, TDClark, Crocs, Mars, StarburstDrink, Brand Naming, BrandExtensions.
Posted by William Lozito at 8:04 AM
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August 20, 2007
Product Line Extensions - The Awful and the Brilliant
When I saw an ad for Crisco Extra Virgin Olive Oil, I cringed.
I couldn't think of a more inappropriate or awful product line extension.
The Crisco brand connotes:
- Deep frying
- Fat
- Grease
- Clogged arteries
- Everything else that extra virgin olive oil is not
What were the people at P&G thinking? I'm convinced that someone at P&G let this out the door when deep down they knew better.
For more on inappropriate line extensions, check out Laura Ries' blog on Hellman's Mayonnaise versus Kraft's Miracle Whip.
Now for a brilliant line extension.
What could be more natural than a rum from Tommy Bahama?
- Tommy Bahama by virtue of its name says warm, relaxed and a casual environment
- The leading rum brand, Bacardi, is produced in the Bahamas
- Additionally, what could be more natural than wearing Tommy Bahama clothing while sipping rum in the Bahamas or the Caribbean, the birthplace of rum dating back to the 17th century?
Crisco Extra Virgin Olive Oil. Awful.
Tommy Bahama Rum. Brilliant.
Technorati Tags: Product Line Extensions, Crisco, Crisco Olive Oil, Tommy Bahama, Tommy Bahama Rum, P & G, Bacardi, Brand Names.
Posted by William Lozito at 9:44 AM
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August 15, 2007
Today, No Brand Name Toy is Safe
The incredible news that Mattel is recalling toys for the second week in a row is rocking the business world; this time we're talking about 9 million toys, some of which contain harmful magnets that could rip through a child's gut (if swallowed) "like a gunshot."
This news comes just as we are learning that one of the Chinese toy executives blamed for last week's recall has shot himself.
Seems that this may be just the tip of the iceberg.
The bottom line is that because the list of brand names affected is so exhaustive, no name is exempt from suspicion. Time Magazine has weighed in already, stating that: "Toys from brand name companies and brand name stores are potentially hazardous, as are toys from dollar stores."
Safety fears among parents are putting pressure on even the most trusted toy names. MSNBC has the complete list of product names that are affected: Polly Pocket is first on the list, alongside the Barbie and Tanner Playset.
This is a much bigger recall than last week, but goes right to the heart of USA toyland. I think this recall may signal a new turn in our trade relations with China, and certainly mark a boon for toys made in the USA.
Technorati Tags: Mattel, MSNBC, Polly Pocket, Barbie, Tanner Playset, Brand Naming, Brand Names, Time Magazine.
Posted by William Lozito at 9:49 AM
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August 7, 2007
The Beckham Brand Name Smells of Money
The Beckham brand name is marching on even if David Beckham himself is benched with an ankle injury.
Next month US shoppers will be able to buy David and Victoria's Intimately Beckham fragrance line.
The launch quietly went off last Thursday and the perfumes have been well received so far: Intimately Beckham Man is a "modern woodsy-spicy scent" while the Woman version smells of "lilies, tuberose, vanilla, sandalwood and orange blossoms."
The ad the Beckhams have been using across the pond, however, might need to be revamped... I simply do not recognize either of them in the picture. For instance, Victoria and David on the Victoria Beckham blog shows a much rougher looking bloke covered in tattoos.
This couple clearly has an empire going: the fragrance line, which includes David Beckham's Instinct is going to ring up $100 million, and Victoria is working on a line of sunglasses and clothing which already includes the VB Rocks denim jeans.
Their photo shoot last month in a seedy hotel probably heralds a new, rougher image for the American market, illustrating that the brand name can easily change with the times, even when Becks isn't on the field.
Will it succeed?
Of course. One gets the feeling that Victoria Beckham is a savvy manager of this multimillion dollar brand name, and we will be bending it like Beckham long after David retires from football (soccer in the US) and Posh Spice is but a memory.
Technorati Tags: David Beckham, Victoria Beckham, Intimately Beckham, Rocka dn Republic Jeans, VB Rocks, Brand Naming, Brand Names.
Posted by William Lozito at 8:13 AM
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August 3, 2007
Gas Stations Need Better Brand Naming
Gas stations notoriously have a hard time achieving brand name loyalty from customers.
Why? Because we are simply not loyal to gas stations, despite the fact that we all recognize the various brand names.
We may insist on the same brand name cola or perfume but when it comes to gas stations, we'll take just about anything.
Gas is gas, right? (Imagine Coke&trade saying "cola is cola" or Google saying "all search engines are pretty much alike.")
We are really loyal to car brand names, but not to the stuff we put in the cars.
This has led many gas station brand names to take some desperate measures to lure customers, like offering all kinds of activities at the station itself as well as additives to the gas you pump into your car.
Guys, guys... it's not about the gas. It's about brand naming!
At least one company is getting the message: Gulf Oil LP is switching the 11 stations it owns along the Mass Pike from Exxon to its own brand this month on "one of its biggest moves yet to promote New England's only major locally based gas brand."
They are also getting the Citgo stores along the Pike to switch to the Gulf brand name... what a breakthrough.
Ironically, Gulf is really a ghost brand that bears no real relation to the famous oil company of 1901.
Gulf Oil was bought in 1984 by Chevron and Cumberland Farms Inc. bought rights to the brand in 1994 to set up Gulf Oil LP jointly with Catamount Petroleum Corp. Chevron still owns the name.
Using the Gulf name along the Pike is all about trying to encourage New England customers to show some regional loyalty.
Technorati Tags: Gulf Oil LP, Citgo, Chevron, Cumberland Farms Inc., Catamount Petroleum Corp.
Posted by William Lozito at 8:26 AM
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