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Brand Name Quest Strategic Brand Naming Case Studies
Brand Name Quest's experts specialize in strategic brand naming for products, services and companies
“Marketing is not just selling what you have, it is having what you can sell.”
John Hoeppner, President – Brand Name Quest LLC at The Thunderbird School of Global Management
Brand Name Quest, founded in 1984 has become the industry’s leading brand name research and strategic brand naming company. Our objective is to help our clients be more successful by providing effective product, service or company name ideas for naming a business or product. Corporate branding, brand strategy and providing a brand name are specialties of Brand Name Quest. We know nothing drives client satisfaction more than success.
Skintimate Shave Gel | #1 WOMEN'S SHAVE PREPARATION
PERSONAL CARE PRODUCTS
Business Issue
The Soft Sense personal care brand was sold by SC Johnson to Bausch & Lomb. SC Johnson retained ownership of the women’s shave preparation product line which ranked # 5 in the category. Because of the divesture of the Soft Sense brand to new ownership a new strategic brand naming and brand name research initiative was needed for the shave preparation.
Brand Response
Brand Name Quest and the SC Johnson research services and brand managers worked as a team on this important strategic brand naming and brand name research project.
Brand Name Quest Brand Naming Personal Care Product
Brand Name Quest developed and researched the verbal brand Skintimate. This neologism (a new word you will not find in the dictionary) combines the concepts of skin care with the intimacy of the usage occasion. Skintimate is both differentiating and effective. Based on A.C. Nielson market shares, in the first year Skintimate soared to # 2 (Soft Sense - previously # 5) in the category posting an annual sales increase of 46.2%. Today, Skintimate is the # 1 selling women’s shave preparation.
SIMILAC SENSITIVE | WORLD'S #1 INFANT FORMULA
INTERNATIONAL NUTRITIONAL PRODUCTS
Business Issue
The Similac brand is a worldwide leader in the infant formula category. As a part a brand marketing strategy, marketers understand that fussy babies can be challenging to manage at home. Many first time moms begin exploring the infant formula category sooner, rather than later.
Infant formula products on the self include brands perceived as scientific including descriptive terms or acronyms. The pharmaceutical resonance of some infant brand names may communicate to physicians, nurses and other healthcare professionals, however, consumers may respond differently. Names targeted towards consumers perceived as sounding like pharma-brands often create cognitive dissonance, especially for first time moms.
Abbott Nutrition looked to Brand Name Quest's strategic brand naming and brand name research methodology to provide a more effectual and emotional verbal communication for their lactose free infant formula.
Brand Response
The Similac brand and market research management partnered with Brand Name Quest to provide strategic brand naming and brand name research services to optimize the verbal brand name communication for the Similac L.F. – Lactose Free product.
Brand Name Quest Brand Naming Infant Formula
Brand Name Quest provided Similac management with the name brand marketing strategy and name development consumer insight regarding the best brand name change within a new branding architecture. The name change from Similac L.F. (global branding) Lactose Free (N.A. Branding) to Similac Sensitive has been successful in revitalizing sales for the lactose free product within the Similac portfolio.
Based on independent research, the Similac Sensitive sales volume experienced double-digit growth in the U.S. and international markets.
ICEBREAKERS MINTS & GUM | $100-million sales in four years
CANDY & CONFECTION PRODUCTS
Business Issue
In the mid-1990’s the Nabisco Brands Life Savers Company needed a brand marketing strategy to develop strategic brand naming and brand name research for a mint and chewing gum that would stick around.
Although the Life Savers Company’s portfolio of brand names included chewing gum brand names such as Carefree and Bubble Yum, the new branded chewing gum and mint would be uniquely formulated with revitalizing flavor crystals. Given the sociable breath freshening communication objectives, usage occasions and importance of check-out line sales the brand names imagery needed to be attention grabbing while communicating great taste plus the experience of a refreshing lift in every piece.
Brand Response
As a part of the strategic brand naming and brand name research, Ice Breakers stick chewing gum was successfully introduced in 1995. All Business, a wholly owned subsidiary of Dun & Bradstreet, reported that Life Saver’s attributes the remarkable success of their mint and gum business to Ice Breakers brand name.
Brand Name Quest Brand Naming Candy and Confections
The brand names in their mint and chewing gum business achieved consistent double digit growth and by 1999 and eclipsed the $100 million mark.
Ice Breakers has shown that when innovation is brought to a category utilizing powerful brand names, consumers will respond. In 1997 the American Marketing awarded the Nabisco Company and Brand Name Quest with the Edison Best New Product Branding award.
The brand is now under the Hershey banner and has profitably extended Ice Breakers to include the brand names Ice Breakers Mints, Ice Cubes, Liquid Ice and Frost.
FIRST YEAR SALES OF $51.6-MILLION
FOOD AND GROCERY PRODUCTS
Business Issue
The Campbell’s Soup Company introduced a premium soup product emblazoned with a gold seal and the founder’s name - Joe. A. Campbell. The name, although highly recognizable, did not differentiate the premium product from the iconic “red & white” product. The product did not meet management’s expectations. Diagnostics suggested optimization of the verbal brand as a viable option. Brand Name Quest provided strategic brand naming and brand name research services.
Brand Response
Brand Name Quest worked closely with the Campbell’s consumer insights team, brand managers and business development management providing strategic brand naming and brand name research services to develop a verbal brand that would differentiate the premium product. This soup was so good, utilizing high quality ingredients clearly visible to the consumer, that Joe. A. Campbell may have made it for his family at home. Time famished consumers wanted exceptional, easy to prepare homemade-tasting soup.
Brand Name Quest Brand Naming Food Products
Brand Name Quest achieved the objective with – Campbell’s Simply Home. In 2000 IRI Data reported that Simply Home posted sales of $51.6 million or a 12.0% sales gain over the previous year in the wet soup category that was growing at a rate of 3.5%.
Wall street Power House Network | Corporate Branding
CORPORATE BRAND NAMING
Business Issue
DiamondNet was a small technology company in St Louis looking for a way to reach for the stars. There was one problem, their corporate name. DiamondNet was not a differentiating name and was not protectable as intellectual property. NameQuest provided strategic brand naming and brand name research services.
Brand Name Quest - Company Naming Internet Technology
A new corporate verbal brand was needed to move forward, differentiate, grow the organization and build corporate brand equity.
Brand Response
From a $1-million investment to a $2.5-billion acquisition. The new corporate brand was able to move the company forward, differentiate, grow the organization and build brand equity.
Brand Name Quest Corporate Strategic Brand Naming and Brand Name Research
Over a period of years, the rebranded company SAVVIS, expanded from a small entrepreneurial startup to a NASDAQ listed corporation eventually becoming a part of the telecommunications firm CenturyLink (Sold to Apollo Global Management for $7.5 billion in 2021),
TANGLE RIDGE |EARLY DOUBLE-DIGIT GROWTH
SPIRITS, WINE AND BEER BRAND NAMING
Business Issue
Jim Beam Brands, now Beam-Suntory, had an opportunity in Calgary to market a super premium double-casked, blended 10-year-old Canadian whisky.
Brand Name Quest Strategic Brand Naming and Brand Name Research for Spirits
Jim Beam Brands needed a verbal brand that would reflect Canadian authenticity. The verbal brand would have to be attractive to consumers who would like to trade up to a super premium whisky.
Brand Response
To achieve the objectives of differentiating and projecting Canadian authenticity, Brand Name Quest followed the footsteps of three explorers in the Canadian Rockies.
In 1907, while traveling through rugged terrain, the party came upon a creek with tricky twists and turns which they promptly named Tangle Creek. Continuing on, the explorers encountered a tall and majestic wall of limestone, remotely located and extremely difficult to cross. They called it Tangle Ridge. Via its extensive research capabilities, Brand Name Quest’s team discovered this long forgotten exploration through the wilderness of Alberta. The wild Canadian beauty evoked by the name Tangle Ridge was a sure fit.
Brand Name Quest Strategic Brand Naming and Brand Name Research
Kathleen di Benedetto, director of super premium brands at Jim Beam, reported to Beverage & Food Dynamics that Tangle Ridge, "has been growing at double-…, almost triple-digit rates. ,
World Class Research for California State University System
EDUCATIONAL TECHNOLOGY BRANDING
Business Issue
The California State University system was in the process of developing a world-class single gateway to be used by students, faculty and staff in their 23 campus library system. This unique system would make available library catalogs, online reference resources, scholarly databases, electronic journal collections, e-books, internet search engines, and e-commerce web sites.
Brand Name Quest Naming Internet Technology
Strategic brand naming and brand name research was needed to express the systems’ credentials, its advanced research technology and to be appealing to the varied interests of librarians, professors, staff and students.
Brand Response
Brand Name Quest worked closely with CSU leaders and software developers to understand the strategy, product and users. Brand Name Quest’s Verbal DNA™ development and research method determined that the name PHAROS was a perfect fit.
Brand Name Quest Strategic Brand Naming and Brand Name Research
The system was named in honor of PHAROS the ancient lighthouse of Alexandria, Egypt (290 B.C). PHAROS “enlightened” the way to the civilized world’s first library. PHAROS is now successfully online as an information gateway.
PHAROS is the knowledge source throughout the 23 campus California State University system, providing users with a single gateway for online research and services and a resource for modern day enlightenment.
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