Know-How Exchange : Taglines/Names

George...

turqiz makes a very relevant point.

To add to it, I've just done a quick websearch for "Nikko" and found among the companies using that brand name were a hotel group, a china pottery manufacturer, a sports equipment company, a maker of radio-controlled toys, and, perhaps most interestingly a company called Nikko Cordial Corporation. Now I immediately thought I might have found your company, because here in the UK "cordial" can mean a fruit-flavoured drink - but no, apparently Nikko Cordial Corporation is a Japanese finance company! Oh, the pitfalls of international branding!!

But seriously, as far as a brand slogan is concerned, first you need to establish how you want to position Nikko in you potential customers' minds relative to who you see as your competition. The point that "cal" made earlier is relevant here - have you created a new category of product that needs defining? Perhaps you could check out whether similar drinks exist in other markets, and how they have been positioned?

Anyway, to contribute a specific slogan idea, what does something like "Instant Oriental Refreshment" sound like?

Good luck

Bob

Lots of good input --

Difficulty knowing what the translation issues will be, but I'm thinking:

something about geography and culture of THE EAST

Beverage of the Exotic East
Eastern Born Refreshment
Exotic Refreshment from the World East
Most popular Drink from the East

Hope this helps,

- Steve

Dear George

adding to what that has been said, i had something in mind.

does "trendy" mean ready-to-consume packaging (i.e. canned)?? you mentioned that target consumer, women of 25-40 who enjoys eating sushi..... how are these asian/oriental foods/beverages are packaged?? if these are always served in upmarket restaurants then Nikko/Kyoto positioning has be made differently. and you also have to consider how will your target consumers will react to a product which is usually served in restaurants now being offered in "instant", just like Cal said in Canda that will be perceived cheap.

if trendy means ready-to-consume, wherever, whenever then go for a pre-made can/bottle version as well as powder sachet version of Nikko/Kyoto. It will cover a far more consumer base of the targeted segment.

also, where are you sourcing the product from?? are you importing it from Japan/China in a packed form or you are sourcing raw materials from asian countries and then processing, packaging them in Venezuela. Depending on the sourcing your Slogan can incorporate that, if you want to.

for the brand slogan how about these:
"The Coolest Drink", or
"The Coolest Oriental Drink",
"The InstaCool Tea",
"Nothing Cools you better than Nikko/Kyoto" etc.

Mushfique