Question

Topic: Branding

Product Naming For New Product Within Product Line

Posted by Anonymous on 1/20/2011 at 11:34 PM ET 25 Points
Hi,

We currently produce Web-based add-ons for a specific ERP solution. All of our add-on product names are very straightforward and self explanatory: i.e. CompanyName ECommerce, CompanyName Customer Portal. We are launching a new product and some of the team want a completely innovative new 'trendy' name. However, my feeling is that as this product falls within the same product line - this will be confusing to the target market. Regardless, we have still not built out a lot of brand equity, but I think this may confuse.

Thoughts?
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RESPONSES

  • Posted on 1/21/2011 at 2:48 AM Accepted
    Without knowing details, my reflex is to keep the existing branding model in order to leverage whatever equity currently exists, and to also allow this new product to help build the core brand.

    I realize this is a simplistic analogy, but the point is still valid:
    Had Microsoft instead been the actual innovator of the "iPad" as we know it, would it be as successful versus Apple's brand. Why?

    If your company, industry, market, competitors, technology and customers haven't changed, then why should your brand strategy change?

    Good luck in 2011,
    Terry
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