Few things remain the same in a world besieged by technology but you can still count on brand names.
Whether it’s King Arthur flour or Jim Beam whiskey, brand names haven’t lost their luster in the digital era.
One of the big reasons for the longevity of brands like Coca-Cola (1892) or Ivory soap (1879) is familiarity, said Bradley University marketing instructor Heidi Rottier.
“Brands make it easier to make a buying decision,” she said.
“Even if starting out in a category they’re not familiar with (like having a baby) consumers have heard of brand names. Generally, if (the product) works out, consumers stick with it,” said Rottier.
In her Integrated Marketing Communications class at Bradley, Rottier explores strategies that companies use with brand names. She described one exercise where student teams have to determine what types of consumers are represented by examining some of their garbage.
“I have friends who save some of their trash for me—usually empty boxes, nothing gross. It’s fascinating to hear students coming to their conclusions—wondering aloud if Goldfish (crackers) mean there are young people in the home,” said Rottier.
Brands are also chosen to represent us, she said. “For example, if I considered myself an outdoorsy person—which I don’t—but I might want to wear clothing with the Patagonia brand,” she said.
Rottier also teaches a social media class that she said requires almost weekly revisions due to the changing nature of the subject. “We try to look at how social media fits into the larger picture of product promotion. It’s important but it’s just one of the tools in the toolbox,” she said.
Brand names that stuck
Sometimes a brand name is so successful that it usurps the product name. Here are 10 examples.
1. Google
2. Jeep
3. Popsicle
4. Xerox
5. Frisbee
6. Thermos
7. Jell-o
8. ChapStick
9. Kleenex
10. Band-Aid
