The name holds a lot of significance when it comes to branding a product. Every successful company worth its salt thrives on its brand value. Branding involves several aspects, one of which includes zeroing in on an appropriate name.
A brand name is not just a word. It carries the very essence of the brand. It encapsulates within its letters - the entire journey of how it came to be known by that name. And also, how it helps to connect with the customers. Each successful brand has an interesting story behind how it arrived at its brand name.
#1. JIO (Reliance Jio)
The name of the massive disruption of the decade in the telecom industry in India that has made internet data available to the entire cross-section of the society with equal aplomb is JIO. Joint Implementation Opportunity is the full form of JIO.
Some say that JIO is the mirror image of OIL that makes the core business of the Reliance Group, while some say that the name resonates with the way Indians give their blessings for a long and fulfilled life. JIO in Hindi translates to - 'Go Live.' It is a small word that propels longevity and optimity. Internet connectivity had always been an issue in India, and 4G was available to not more than 15% of the population before JIO happened.
The idea was triggered when Mukesh Ambani's daughter Isha Ambani complained of slow internet connectivity. It took half a decade to take shape. The launch of JIO with the affordable smartphone LYF changed the internet experience changed overnight. And the opportune moment of its launch that collided with the demonetisation in India came as a respite for Indians who could avail of electronic money at a time when all forms of physical money had become redundant. The brand lived up to its promise by delivering optimum internet experience in every nook and corner of the country. It propelled abundance, opened avenues for several online businesses, and much much more. Hence, we can say that the brand has lived up to its tagline - 'Jio jee bharke' - meaning, live life to the fullest.
The fastest-growing FMCG brand, Patanjali, along with its acquired company, Ruchi Soya, claims to reach a joint turnover of Rs. 35,000 to Rs. 40,000 crore by FY 2021. It has given all the established FMCG as well as Ayurvedic product based companies such as HUL and Dabur a run for their money. Patanjali's move from its live yoga session on the Aastha channel to the FMCG segment had been as spontaneous as the most difficult yoga poses that Baba Ramdev demonstrates with the utmost ease and poise. In both cases, he has the beholders' eyes pop out in owe.
The brand Patanjali is named after the great sage Patanjali, a Tamil Shaivak who had made an incredible contribution towards yoga. Started in 1997, Patanjali made its way into people's lives through its yoga and pranayam demonstration sessions on television. It has now become a household name. It has launched several FMCG brands, priced them 10-15 percent lower than its competitors, and just took the entire FMCG segment by storm. Its brand ambassador Baba Ramdev has been the strongest pillar for the growth of the brand. The tall claims of imparting health and well being come with a seal of sage Patanjali and is carried ahead by Baba Ramdev, who has emerged to be the ultimate propeller of health and wellness. This brand has turned out to be one of the commendable success stories of our time.
The acronym of Ananda Milk Union Limited, brand AMUL is also associated with the Sanskrit word 'Amulya' that translates to 'priceless.' The essence of this word essentially resonates with the brand ethos of delivering pure and unadulterated milk products. The tagline of Amul butter - 'Utterly Butterly Delicious -Amul' and the brand icon of a small chubby girl also bear the image of innocence and sanctity that is in line with the brand's promise to its customers.
The brand has a long history of farmers' struggle and the emergence of one of the significant milestones of rural development in India, popularly known as the White Revolution that was spearheaded by Dr. Verghese Kurien. Today, with over 5000 distributors, the brand is experiencing a steady growth rate. Amul is the undisputed market leader with its unidimensional marketing strategy that caters to the domestic and the foodservice industry with equal aplomb.
The word 'Tan' translates to the body, and 'Nishk' stands for golden ornaments. The two words conjoined to give rise to the brand - Tanishq - that turned out to be a celebration of unique craftsmanship, purity, dependability, and a dream come true for every Indian woman when it comes to their choice of jewellery. The first Managing Director of Titan, Mr. Xerxes Desai, came up with this name to launch a collection of gems studded, 18-carat wristwatches that later went on to become a 22-carat gold jewellery line that meets the aspiration of the modern Indian women.
Despite the pandemic followed by the economic crisis and the volatile movement of the gold prices, Tanishq has experienced stupendous growth and plans to double its market share in the next 3-4 years. In a country like India, gold's glitter never ceases to shine, and more so when a brand knows how to tap on the customers' sentiments and trust. Tanishq's campaigns spreading the right knowledge about the purity of yellow metal has helped to reinforce the trust factor on the brand. And then you have the best of the cine stars to celebrate every occasion with a piece from Tanishq. The brand does not leave much of a choice for the customers to explore other brands, does it?
#5. Old Monk
The most revered Dark Rum that has appeased the taste of young and old all across the world with equal aplomb - Old Monk neither needs testimony nor any commercial to keep its magnanimous sales records steady for more than half a century. A liquor that broke all boundaries, reigned over as the highest-selling Rum for a whole decade, and has a dedicated fan club - Old Monk Rum has an interesting story going around behind its name.
One story goes like this - the former Managing Director of Mohan Meakin Pvt. Ltd., Ved Ratan Mohan took over the Kasauli-based brewery from its former owner, Edward Abraham Dyer drew inspiration from the drink brewed by the Benedictine Monks. The name Old Monk takes after the Benedictine monks who lived in the mountains. The peaceful and holistic lifestyle of the monks impacted Mohan, and he wanted to come up with a drink that reverberates the same essence of contentment. Mohan followed their methodology to brew the beverage to come up with a refined dark rum that matured for seven years before it hit the shelf for sale.
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