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Brand Name Testing: A Strategy for Brand Success

Market research 04 12
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LEGER
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Pressganey 1
Consumer Opinion Services
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Table of Contents

01

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What is Brand Name Testing?

Your company’s brand name will play a significant role in shaping your brand image and will also act as an identifier that distinguishes your brand from competitors. As your brand name can play such a big role in shaping your brand image, it is important to pick a name that will resonate with your target audience and will fit the brand image that you want to portray. This is where brand name testing comes into the picture. 

Brand Name Testing involves presenting your target audience with a variety of brand name options and asking them to provide feedback on each one. This research helps you make an informed decision while choosing a brand name that is best suited to your company using qualitative and quantitative backing.

Brand Name Testing1

02

Steps to take to Conduct Brand Name Testing

  1. Pick the Brand Names you want to Test
  2. Select the Parameters by which you will assess the Brand Names
  3. Send out your Survey
  4. Analyse Results to select a Brand Name
Brand Name Testing2

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03

Pick the Brand Names you want to Test

The first step in brand name testing is to create a list of brand names that you want to test. These brand names should be ones that you and your coworkers are already confident of. The number of brand names you choose to include will determine the kind of survey design you select.

These are some of the most common survey designs: 

    • Monadic Testing: This research design involves showing participants a single stimuli in isolation. It gives you a measure of how appealing a certain brand name is without skewing the respondent’s perception with the influence of other stimuli/brand names. 
    • Sequential Monadic Design: This research design involves asking respondents for feedback on multiple stimuli. However, each brand name shown must be evaluated separately rather than evaluation through comparison. 
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04

Select the Parameters by which you will assess the Brand Names

The next step is to select the parameters, or metrics, by which you want respondents to assess your brand name. These are a few metrics by which you can measure how good a brand name is:

  • Uniqueness: Does the brand name stand out against competitors or is it easily confused with other brand names?
  • Pronounceability: Is the brand name easy to pronounce or is it common for people to mispronounce it?
  • Appeal: Is the brand name appealing to your target audience?
  • Purchase Intent: Does the brand name motivate people to purchase the brand’s products/services?

The metric(s) you select should depend on what your goals are for your brand name. If you want a brand name that is memorable and stands out, the most valuable metric for you to measure would be uniqueness. 

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05

Send out your Survey

Once you’ve chosen the metrics by which you want your brand name assessed, you can create your brand name testing survey and send it out to your target audience.

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06

Analyse Results to select a Brand Name

The final step is to analyse the responses collected in order to evaluate each brand name. This is the most important step as it involves selecting a brand name that will appeal to your target audience and match the brand perception you want to create.

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07

Why Choose Voxco for your Brand Name Testing Surveys?

These are a few reasons why you should choose Voxco’s Survey Software to conduct your Brand Name Testing Surveys:

  • Omnichannel Survey Solution 

Our Omnichannel survey software allows you to create your brand name testing survey on a centralised platform before sending it through all channels. This saves time re-programming surveys for multiple channels. Additionally, all collected data is presented on a single integrated platform, allowing you to compare feedback received through all channels.

  • Voxco IVR and Voxco Dialer

You can use our survey software in amalgamation with additional tools such as Voxco Dialer and Voxco IVR, for the most seamless and efficient omnichannel survey experience. 

  • Powerful Dashboards

Voxco’s powerful and dynamic dashboards provide you with real-time visual presentations of your brand tracking survey responses. This can help you make a quicker decision while picking your brand name as our dashboard presents data from across all channels on one unified platform. 

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