Brand Nickname

The word “brand” is derived from the Old Norse brandr meaning “to burn.” In order to identify, the owner make an animal with unique symbol at a later date. Nowadays, brand presents the reputation of a company. Furthermore, it has developed a relationship between the audience and corporation. Brand can show social status and personality. In fact, it already integrates into our normal life. For instance, the situation can be seen on the short film “Logorama." People also try to give the nickname for a company. It could be referred to the original name or the product. For instance, the Volkswagen Beetle is called “bug” or “buggy.”

According to Kevin Roberts said on the book “Lovemarks”,

They forget all about the intimate dimension of relationships. They loved Customer Relationship Management. They honed their skills assessing the benefits from sponsorships, entertainment partnerships, and al l the other "ships." But if you attempted to get up close ...they dashed to the other side of the boardroom table. They ignored the power of Intimacy. They neglected to look at the intimate responses that illuminate the great Lovemarks.

Therefore, it is not a bad thing for the corporation. When someone gives you a nickname, it means they want to have an affiliation with you. Then, the audience does the same thing to their favorite brands. The company also redesigned logos in order to adopt nicknames. For instance, “FedEx” comes from Federal Express.

Many companies don’t only change their name for the intimacy. Additionally, the nickname is easy to keep in mind. It usually uses the initials for substitution, such as HP, HBO, P&G and AT&T.

There is a quotation below by William Bernbach.

Nobody counts the number of ads you run;
they just remember the impression you make.

In the same way, the audience will not remember the full name of company at first sight. If the company uses the nickname, the state of affairs will be different. Therefore, the audiences are very important for a company. They reflect the problems and help the corporation adjust for a better condition.

Further information:
You Took My Name by DOROTHY - Can you name all the brands?