As Shakespeare famously said "What's in a Name ?" The same applies for the tittle . Just to introduce Zica is a new car being launched by Tata Motors and Zika is a epidemic virus. So because of the similarity in the name the top management at Tata Motors are looking at changing the name of the car. But does the name really matter , because we have so many brand names which have a negative connotation if we go by the name literally such as Scorpio ,Monster.com , Lava ,Killer etc.
Having a name which stands for the negative meaning literally does not mean that we reject the brand or do not think about it at all. For example Scorpio does not make the car poisonous , or a brand named poison does not kill the users or affects the sales . It is infact up to the marketer to take up this opportunity and create that association about the brand. Marketing is about reversing the Dictionary.
We have seen so many brands that have brand names which mean almost nothing or hardly have anything to do with the product so are these name not acceptable , Name is only something which works as an identifier and helps us distinguish to commodities.
By this I dont mean to say that the Brand Name is not important , it is important , but it is not important to that level. A brand name may just help you to get a very small edge over the other brands and this is also not fixed as this might happen , this does not work with any surety.
Over here Tata Motors has a very good opportunity to raise the public awareness about their passenger vehicle segment which is not doing very good in the recent times. This can work for them in a manner to reach a greater amount of brand recall and help them recover in the passenger vehicle segment.
When thinking about this I also though of other examples of Apple and Orange , both are leading companies and fruit is just a second thought that comes to our mind when we hear Apple. But the I phone maker does not borrow any juice from Apple , Apple a fruit which imparts sweetness and is very juicy , fails to provide it in its name , and the same goes for Orange.
Shakespeare said " Whats in the name? that which we call a rose by other names would smell as sweet." So the car Zica which is a Zippy Car with the name Zica can be as successful as it would be with any other name.
Thanking You,
Sarthak Gupta
Having a name which stands for the negative meaning literally does not mean that we reject the brand or do not think about it at all. For example Scorpio does not make the car poisonous , or a brand named poison does not kill the users or affects the sales . It is infact up to the marketer to take up this opportunity and create that association about the brand. Marketing is about reversing the Dictionary.
We have seen so many brands that have brand names which mean almost nothing or hardly have anything to do with the product so are these name not acceptable , Name is only something which works as an identifier and helps us distinguish to commodities.
By this I dont mean to say that the Brand Name is not important , it is important , but it is not important to that level. A brand name may just help you to get a very small edge over the other brands and this is also not fixed as this might happen , this does not work with any surety.
Over here Tata Motors has a very good opportunity to raise the public awareness about their passenger vehicle segment which is not doing very good in the recent times. This can work for them in a manner to reach a greater amount of brand recall and help them recover in the passenger vehicle segment.
When thinking about this I also though of other examples of Apple and Orange , both are leading companies and fruit is just a second thought that comes to our mind when we hear Apple. But the I phone maker does not borrow any juice from Apple , Apple a fruit which imparts sweetness and is very juicy , fails to provide it in its name , and the same goes for Orange.
Shakespeare said " Whats in the name? that which we call a rose by other names would smell as sweet." So the car Zica which is a Zippy Car with the name Zica can be as successful as it would be with any other name.
Thanking You,
Sarthak Gupta
