Q) What is your role in the naming process and why is it essential?
Naming products is a crucial aspect of branding strategy, which is my primary focus in the marketing field. Whether it’s naming a product or a company, the goal is to create a name that resonates with consumers and becomes synonymous with quality and innovation. Jazz and Envy are prime examples of successful product naming, as they were designed to appeal to a specific target market and highlight the unique attributes of the apple cultivars.
Q) What precedes the final naming decision?
Before a name is chosen, the apple varieties that would later become Jazz and Envy were initially identified by numerical designators. These apples possessed distinct qualities and were intended for specific consumer demographics. The branding company, tasked with naming these cultivars, dissected the key components and developed a creative concept that would encapsulate the essence of the product.
Q) What is involved in the naming process?
The naming process involves brainstorming various ideas and concepts that align with the product’s attributes and target market. Different naming strategies are explored, ranging from portmanteaus to color-based or flavor-based names. Client feedback plays a crucial role in refining the options, ensuring that the chosen name is not only creative but also legally protectable in multiple markets. Subsequently, the selected name informs the development of marketing materials, taglines, and visual branding elements.
Q) How was Jazz named?
The name Jazz was inspired by the apple’s crisp texture, juicy taste, and energetic appeal. Drawing parallels to Jazz music, the name conveys a sense of vibrancy and zest that resonates with consumers, particularly parents buying apples for their children. The goal was to create a brand that exuded a free-spirited and expressive personality, with a hint of sweetness that adds to its allure.
Q) How was Envy named?
In contrast to Jazz, Envy was named to evoke desire and exclusivity. With its deep red color and long-lasting white flesh, Envy was positioned as a premium apple that warranted a higher value. The name encapsulated the allure of coveting something unique and visually appealing, emphasizing the red and white color scheme in its branding materials.
Q) What factors are important in naming a product?
Pronunciation and memorability are key considerations when naming a global product like apples. Names like Jazz and Envy are easy to pronounce and remember, making them accessible to a wide audience. Additionally, the length of the name plays a role in its recall value, with shorter names being more likely to stick in consumers’ minds.
A heartfelt thanks to David for sharing his insights and allowing us a glimpse into the creative process behind naming iconic apple varieties. It’s truly fascinating to witness the art and science of branding in action!
