The Problem of Double Naming

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We all know how important it is the naming for any product, service or brand on the market.
The name is either the vehicle that a co-creator of the brand awareness.
Often the name becomes ensign of a given reputation, so to speak when it is said: “just the name.”
On the name then going to amount during the life of a subject of the market years of investment of liquids, energy and time, so that this name will become a symbol of proven quality and reliability from the audience.
Sometimes can happen that for reasons of business operations, marketing and brand extension becomes need to activate the double naming.
The double naming is an operation that in some aspects it might seem a co-branding, but woe to confuse them. A co-branding is a collaboration between two branding, double naming is collaboration between a brand and a signature of the industry, a authoritative personal brand we can say. Co-branding is a relationship that takes place more or less equal, the double naming absolutely not, it’s the brand that “takes in its home” the signature.
An example is when a great designer and a company agree to cooperate in a project or in a continuous manner for a certain time. The goals of these collaborations may tend to different results, such as improving the product, increasing brand awareness of both or attempted under generous compensation to re-evaluate a brand through the use of the name and the work of a recognized personal brand. This type of cooperation is typical of the fashion and design sectors, but you can see a lot of time also in the car and motorcycle sectors.
An area where partnerships are also important for the prestige of the product is the Anglo-Saxon field of comics in which a particular designer determines an era of a comic almost as it was for the Chinese vases, and consequence the monetary valuation.
Another very typical occasion are when a famous chef starts working for a restaurant that already exists, but there are really a thousand examples.
Thing apart is the work of branding that exist between an archistars and the project that creates, here the discourse expands and this theme is treated in a specific article (link).
Let’s say that the chances of double naming are lots , directly proportional to the ability of collaboration that exist between two or more major market players.
Basically, the double naming is a double edged sword, so we need to understand what are the advantages, disadvantages and pitfalls of double naming?
The benefits may be: an actual improvement of the quality level of the product, increased communication power due to the union of the forces of both parties, the perception of the event rare that enhances sales in the short term, the possibility of accretion of vision and experience on the part of both individuals and other facets depending on the industry and the individual case.
The disadvantages are: no improvement of the product even in the face of increased investments, fail to convey the right way the event making it feel the value, the discrediting of reputation or affection of its audience to one or both parties, no growth experience and more depending on the specific to the case.
Let’s see the cases where definitely the cooperation and double naming works and which not. Partnerships for projects that bear the name of two individuals known almost never have to be a 50-50 collaboration.
Collaborations 50% appear as mere attempt of two subjects that act as two crutches to let walk an idea that otherwise would fall to the ground.
The motto, a hand washes the other, in collaboration, at least at the level of communication, it never works because it is not clear which is the subject “washed”.That one hand washes the other nobody cares.
So the collaborations should always be unbalanced to be attractive. A good rule of thumb would be to follow the 80-20 rule, but can also work 70-30.
“Unbalancing” the report is a clear message to the public about who is doing what and contrary to what you might think, if the message is well expressed also gives value to the person who appears only for 20%.
It ‘important that the partnerships in which appearing two names have the clear roles, both for the internal operation and for the perception that is given.
If branding is primarily a vehicle for values over at only the products, no one will want the products of who turns out to be shaky in making clear decisions.
Just remember, ask for help at a testimonial for operations of double naming only works in the mass market.
To make a good operation of double naming in medium-high and high segments of the market where the consumer is often an expert or turns to experts before buying, the operation must not be just about communication, but You must see a real contribution of the signature in the products of the brand.
That said, in the communication, however, it must never appear equal the values of the two brands, for four main reasons . The first indisputable is that the brand pays. Who pays, in a business relationship must have more. Point. The second is that it is a work that is done on a brand and not on a signature, otherwise it would be like if the cherries were more than the cake, which does not understand what it would be. Third, brands have more value than of the signatures, even in times when maybe the liquidity say otherwise, because the brands have a longer life of the signatures, which is usually, if not turned into brand during the arch of business life, it stops when the person who embodies the signature retires, while the brand there was before, and there probably will be even after, for which the proportions must always be considered.
The fourth reason is closely related to the third and it is about reputational. If the brand is put on a par with the signature with which it cooperates, it lowers his perception from the audience, which will find the brand less attractive and the latter will immediately try a lower propensity to buy from the public, also from those who were already customers, no less may even be record a decline in the value of objects also already sold, depending on the sector in which it operates.
In terms of marketing and brand perception it is how to lower the price of products. The decline in the value of the brand is in 90% of cases directly proportional.

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