avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us
Brand Value & Pricing

Brand Naming: Testing Origins

by

Brand Naming Testing

Tucked away inside a Wall Street Journal article about creating titles for movies was a wonderful tidbit about research and name testing.

Pollster George Gallup pioneered "title testing" in the 1940s at the Audience Research Institute, which he created to help studios maximize profits of their movies.

Mr. Gallup urged studios to keep titles brief and to the point. Surveys would ask people to look at groups of titles and try to describe what a film would be about based on them.

The British film The Rake's Progress, about a serial seducer, was instead released in the U.S. in 1946 under the name Notorious Gentleman.

Why? Polling revealed that American audiences expected the film to be about the evolution of gardening tools.

From this two teachable moments surface about new names:

•Don’t assume your audience knows what you know.

•If you’re considering a term that’s obscure or unusual or archaic – look before you leap.

Contributed to Branding Strategy Insider by: Steve Rivkin

Sponsored ByBrand Aid

FREE Publications And Resources For Marketers

Recommend this story

Subscribe, Follow and Stay Connected to BSI

Submit

Leave a Reply

Submit your comment

More posts in Brand Value & Pricing

The Problem With Brand Value

Pricing The Brand Ecosystem

Rebranding Your Price

Transaction Mode: Danger For Brands

Why People Buy Products, Services And Brands

Why Brands Drive Financial And Business Results

The Role And Value Of Branding

Commanding A Premium Price