The biggest minus of neologisms is that they mean nothing. The successful name with sense can quicker be remembered and at once describe goods only when naming it whereas in a neologism it is still necessary to inhale life.
In the conditions of fierce competition before even rather complex challenge arises widely known enterprises: how to hold the positions in the market and to keep efficiency of activity. Usually the management of the organizations carries out a number of actions for increase in a share in the market, on decrease in expenses for implementation of the price competition and still a great number of others. But often it happens a little to survive.
1st stage. In order that it is correct to begin inventing of a name for goods, services or firms, it is necessary to think over positioning. Here, as well as in usual marketing planning, it is necessary to study that there is a market, to conduct researches and to process their results, to find out more about competitors and, eventually, to rummage in the firm: to study everything that can be useful during the work on a name.
Factor of saturation of the market. In these conditions of effective realization of goods besides price level the optimum choice of their range and potrebitelny properties, attractive to the population, and also active informing on them substantially promotes.
Future plans of the company are based on development of own production and the first undertaking is opening of the meat shop. His director Metsler V. V., hereditary put the meat the master, and from here and a legend of the trademark.
2nd stage. At this stage the staff of the company generates ideas. Ideas which concern names, packing, a position of future goods, etc. At this stage anybody criticizes nobody and no ideas are dismissed. Everything is used!
The best examples of use of such words are names which have something in common with an occupation of the company or the sphere of use of a product: Sprint, Oracle, Time Manager - accurately enter all these names on what they represent. Use of already existing words can lead to change of perception of goods or the company. So, the name of Apple positioned the producer of computers not as the big and slow company, but as cheerful, friendly and open.
Thus only this way the called strong trademark possessing high protectability, a reklamosposobnost and associative capacity positively distinguishes a product or service from analogs, helps to pass test time.
As a rule, what was already tried earlier, or about what have heard a lot or which will be advised by the seller. In the same way millions of buyers arrive. As a result of one goods is on sale more, it is less than others
So call technology of inventing of names which does not exist in the speech. Tylenol, Teflon and Pepsi – all this neologisms. Such technique comprises both positive, and negative sides. It is possible to carry to the first that neologisms have no "history". The new word means nothing and if carries, the name can not only be remembered, but also be transferred to the whole industry (Xerox, Kleenex, Pampers). Such words are ideal for goods which are on sale worldwide as there is a small probability that the thought-up name means something bad in any language.
5th stage. Though it is also not specified obviously in the Nametrade procedures, but at this stage the selected names have to pass "field tests", i.e. testings for focus groups. Any firm on inventing of names and any producer will not be able to get into soul to the consumer and to learn how it will treat a novelty. Only the research company can make it. At the same stage legal aspects of future legalization of names are checked.