undercover.co.id , Be Careful in Designing a Brand Naming Strategy, Learn from the Mie Gacoan Case , The social media timeline is being enlivened by news about a brand of Mie Gacoan food stall that cannot register for halal certification. Quoting from detikFood , the selection of brand names and menus is in the spotlight which makes the halal certification process for Mie Gacoan yet to be realized.
The choice of name on the brand is closely related to the brand naming strategy . In determining the brand name , Mie Gacoan chose to use a Lexical Brand Name approach that played a word game to attract attention and be remembered by their consumers. The use of phrases, puns, alliterations, or foreign words is a style that is often used in this strategy.
This strategy is widely used by big brands , such as Dunkin’ Donuts, Krispy Kreme, Pecel Lele Lela, Kopi Kenangan, as well as Mie Gacoan. Unfortunately, in the case of Mie Gacoan, this local brand contains a meaning which according to the Big Indonesian Dictionary (KBBI), gacoan means bad .
This condition also makes Mie Gacoan not meet one of the criteria for the Halal Assurance System (SJH) set by LPPOM MUI. In this criterion it is stated that the product name must not use a name that leads to things that cause falsehood.
Not only the name of Mie Gacoan, the company also names their menu with names, such as devil’s noodles, genderuwo ice, to tuyul ice. In its press release, the company explained that the “gacoan” in question was “champion.” The company also apologized for the anxiety caused by the ongoing halal certification process.
Strategy Brand Naming
In order to avoid similar cases that will make it difficult for you as a brand owner in the future, there are several things that must be considered in carrying out a brand naming strategy .
First , define a clear objective for your brand name . Is it just a name as a symbol or representing your character, or your brand will represent the service or value you want to provide. For example the MS Glow brand which contains the objective that this brand brings value will make the user’s skin look glowing .
Second , determine the main identity of your company. This stage invites you to be more conical than just objective. You can start designing your brand name that is in line with the vision, mission, and values of your company. Apart from being an identity, a brand in the current era reflects character. For that, it is necessary for you to choose a name that reflects a good character.
Third , build with a user persona. This will determine how your brand will be perceived by consumers. Is it relevant to them or not. Therefore, it is important that you have carried out a segmentation, targeting , and positioning strategy before deciding on a brand name .
An interesting example comes from the male body care brand owned by magician Deddy Corbuzier. The owner of the YouTube channel Close The Door is targeting men with alpha characters through the Alpha Rules brand .
Fourth , think about the future of your brand. This is not to be missed. It is also important for you to know the meaning of your brand from various perspectives, whether it is legal, social, and has economic value.
You also need to think about whether the chosen brand name can withstand the business changes that will occur in the future. Consider the suitability of the chosen name with possible business developments such as the presence of new products, sub-brands , new business lines, or mergers .
By following these steps, you can create a strategic and scalable brand . You can also avoid various possible risks that will befall the company. Don’t forget, after finding a suitable brand name, it is mandatory for you to register it as an intellectual property right.