Aveneu Park, Starling, Australia

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Retail branding  – branding ?f the ?utlet and creating its single image. With help of mem?rable brand can be rganised a franchise and launch a sales netw?rk and effectively interact with cust?mers. During the devel?pment of retail brand, special attentin is paid to the p?sitioning of the trading platf?rm, the design and l?gic of the space, the equipment and materials that will be used to create the interi?r. In gr?cery and service retail, the marketplace is the main p?int of c?ntact between the brand and the c?nsumer, theref?re its branding is extremely imp?rtant for any business. Retail branding includes branding of sh?pping centres and malls; branding ?f retail st?res and branding of individual p?ints of sale.

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Steps of retail branding:

Naming
Creati?n of log?
Design 
Advertisement

Naming – is the pr?cess of devel?ping a brand name f?r a company, pr?duct or service, an essential part of the c?mpany’s marketing strategy, an integral part of brand positi?ning.
Naming – (name educati?n) a set of w?rks related to the creation of s?norous, mem?rable and accurate names for enterprises, pr?jects, g?ods.
The task is to c?me up with a son?rous name that m?st clearly reflects the essence of what this name bears, explain h?w to use this name and what to c?mbine with. The task of naming is to create a unique name, taking int? acc?unt the meth?ds:

W?rd f?rmation of the language
P?sitioning and USP
Psych?linguistics
Advertising-fitness
Analysis of the p?ssibility of registrati?n of the name as a trademark

Naming includes the f?llowing steps (naming steps):

Setting a g?al that must be achieved by c?mbining the name and subject ?f marketing
C?mpetitive market analysis
Analysis ?f the target audience
Analysis ?f the name of the c?mpany – the ?wner, the internal envir?nment, etc., if a third-party contract?r engages in it
Descripti?n of the subject of marketing f?r which the name is devel?ped:

an ?bjective descripti?n – what exactly will receive this name
descripti?n of market advantages
tasks that s?lves the target audience with the help ?f the subject
detuning fr?m competit?rs

Creative w?rk to create name variants
The ch?ice of the m?st acceptable name and opti?ns for it, careful analysis and elab?ration:

Stylistic – naming is carried ?ut in acc?rdance with the image and style inherent in the target audience
c- naming sh?uld create a name suitable and able to pr?mote the subject of marketing
Visual – naming must assume the thoughtfulness ?f the image, writing, the suitability ?f using the name in vari?us communicati?ns and terms of use
Phonememantic – at the subc?nscious level, the name sh?uld evoke ass?ciations and em?tions;

Patent-legal examinati?n
Technical study of naming – variants ?f spelling a name, c?lor, f?nt etc.
F?cus gr?up test
Harm?nisation and appr?val

The main meth?ds of naming are:

Ass?ciative naming is the use ?f an ass?ciative series (word) ass?ciated with the ?bject of naming
Reference naming (naming trim) – use ?f the pr?duct name of the leader as a reference f?r the formati?n of the pr?duct’s ?wn name
Abbreviati?n naming inv?lves the f?rmation of names by vari?us types of abbreviati?ns from alphanumeric to abbreviated
Naming ne?logism – naming, inv?lving the use of invented and fantasy names, which neither specifically what they mean. Ne?logisms are easy to pr?tect, difficult to f?rge
Pers?nal-preferential naming
Pers?nal-ass?ciative naming based on ne?logisms
Web naming, or d?main meth?d – use for the name of the ??mpany or d?main name pr?duct
The meth?d of excellence is the use ?f an excellent degree in the title 
Naming is the use of surnames, names, patr?nymics in the name
Appeal naming is the use of an appeal t? the feelings and em?tions of the target audience 
Naming rhyming
Naming truncati?n is the use of truncated w?rds in a name

Science c?mes to the rescue – semenemics
(from the Greek w?rds ‘semon’ – a sign and ‘nemein’ – to designate) – the art of creating c?mmercial names for the identificati?n of companies, g?ods or services.

The apparatus pr?posed by it leads the devel?pment of names to the level of meaningful semantic constructi?n. Instead of searching blindly, there is an inf?rmed ch?ice and design. The mechanism of acti?n of the c?mmercial name is based on the interacti?n of tw? independent aspects of the name:

Impressi?n
Meaning

T?gether, these aspects f?rm the engram of the name. This is the influence that the name has on a pers?n regardless of the ?bject to which they bel?ng. The impressi?n is made up of the sensati?ns of the person who first hears or reads an unfamiliar word – i.e. a set of letters from which this word c?nsists, s?unds that a pers?n hears or mentally repr?duces, as well as the em?tional images that these letters and s?unds cause – all that can be called the “undercurrent” ?f the name.

Also, semenemics gives us a rich set of w?rd-building techniques for devel?ping names. Here are s?me of them:

Alliterati?n – use of repeated s?unds or syllables. For example: C?ca-Cola, D?or-yard, On the s?fa-Nadia Vanya, we can gr?w up to ?ld age with?ut a year ?ld.
Met?nymy – the replacement ?f the name with a cl?sely related c?ncept. For example: the White H?use (instead of the “US g?vernment”), all the flags to visit us (“flags” means ships).
Sympyptism – the c?nnection of expressive s?und with the image. F?r example: cheetah – sharpness, masculinity.
Semantati?n is the c?nnection of a semantic fr?m different w?rds.
Onomatop?eia – the use of w?rds imitating the s?und of an ?bject. For example: splash, cuck?o, n?ise.

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