As marketing analysts we see a lot of brand names, and from our experience many do a poor job of distinguishing themselves as a unique product. Here is our look at some of the most common words and themes in brand names.
First, a look at CPG brand names. The word cloud below shows some of the most frequently used words in product branding today in the ECRM database. In our eyes, there are two overwhelming trends.
First, there is an entire rainbow of colors here with silver, blue, gold, green, red, black, and white all quickly visible. This makes sense as there’s a well-established base of research that shows people associate different colors with different emotions.
Second, brand names try and impart imagery of less urban lifestyles, with keywords like farms, fresh, mountain, natural, spring, garden, harvest, valley, and creek all making showings.
As marketing analysts, the only thing we look at almost as much as brand names is…retailer names! And as you’d expect, there are some trends there as well.
Since the list of retailer names is much smaller, we took the time to standardize names somewhat to account for intentional misspellings (valu = value), spacing in words (supermarket = super market), and splitting out the possessive “S”, resulting in the word cloud below.
Unsurprisingly, words like market and super were pretty prominent as they’re often part of the official retailer name. Since these wouldn’t necessarily be used in discussion of a retailer we decided to run it again without words that might be in the retailer name, but not in conversations.
Rather than focus on imagery like CPGs, retailers focused overwhelmingly on discussion of what they sell with food, drug, liquor, pharmacy, and spirits all ranking high on this list. The other notable trend is a focus on price with dollar, price, and thrift all making an appearance.
Is your brand name distinguishing itself from its competitors?