You have been appointed as a Brand Manager of Ford Motors. The company is to introduce a compact small car in Indian Market. The name of the car is yet to be decided. You have been asked to chair a brainstorming session. Before the suggestions come forward you have to briefly explain the participants as to what constitutes a good brand name with the help of suitable examples.

(i) Identify which of these does branding a component of?

(ii) Explain the features of a good brand name for Ford Motors with suitable examples only in the context of the case study.

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Solution

(i) Product mix.

(ii) A good brand name for Ford Motor's compact car for India should reflect the following features :

(a) Unique and distinctive : A distinguishable symbol like Ford Motors logo should be supported with a certain symbol signifying the compactness of a car. It can also be wordings like "Ford Solid" as Ford is known for sturdiness or compactness can be associated with close family.

(b) Appropriate: Brand name should create curiosity or mystery among customers. Though Ford has its own known brand name, the compact car should be suitably named.

(c) Suggestive: The brand name should be suggestive of quality or characteristics of the car. Ford stands for sturdiness and it is directed towards the Indian middle-class segment as they will be sold under the passenger car segment for the Indian market. Family, togetherness, safety are few considerations for the brand name.

(d) Easy to remember: The name should be easy to spell or pronounce. Ford can use simple English or Hindi words to capture attention.

(e) Adaptable to new products: The brand name considered should be adaptable to new car models introduced by Ford within the compact car segment for the Indian market.

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Similar questions

Brands never die. They are meant to live forever. However, their lustre fades by the imprudent decisions of brand managers who fail to see the future unraveling. The concept of branding is not new; many famous brands have been with us for some time. Many developed as the result of the energy and enthusiasm of the entrepreneurs behind them. As the companies grew the responsibility of maintaining the brand tended to fall to others from which the brand-management system emerged.

A. Brand management is the responsibility of the brand managers. The responsibility of brand management shifts as the companies grow. The fading lustre is the result of imprudence.
B. Development of companies has led to the evolution of the brand management system. Brands are evergreen. The glitter is lost due to inability to see the future.
C. Brands live forever. The failure to envisage the future combined with imprudence leads to brands losing their glitter. Branding, an age old concept, is clearly an outcome of energetic enterprise. Brand-management system is a consequence of evolution.
D. Branding is an age old concept. Managers who can foresee the future nurture brands. It's imperative to never let brands die.

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