What brand shall we use?

[Eldom]

Hi, we need help in deciding which of our four brands will be best accepted in the UK, so if you could answer the poll I will be most grateful! thanks!

 

[ethical PR]

None of these names mean anything to me as I don't buy these products.

A name is not a brand. A brand are the values behind your organisation, what you do, and what sets you apart from your competition.

Your business and logo are simply a visual representation of the brand.

If you have a strong brand like Nike you don't even need to use your name.

 

[Eldom]

Thanks for the feedback.
My question was aimed to ask which name sounds better to someone from the UK.

 

[fisicx]

None of them

 

[Shopclicks]

I'd have thought that if you're going to sell internationally, that having a single brand name would be a marketing advantage. Why re-brand for various markets, it's only a name. A brand is only as good as the reputation of the product or service.

 

[Eldom]

Normally we would use our own - Eldom, but the feedback from customers in the UK is that it sounds too Eastern European, so we are looking for other options.

 

[ethical PR]

1. Eldom - doesn't sound particularly Eastern Europe. Did your UK customers say this in response to you asking them if they liked the name? People rarely buy or don't buy because of a company name. (unless you sell fast moving consumer goods)
2. Unless the vast majority of UK customers have told you they don't like the name and wouldn't buy from you as a result. (I can't imagine this would be the case)..I think you could be overthinking things. It's expensive to have to rebrand if you don't have to.

 

[Eldom]

Hey, thank you for the feedback. I will take this in consideration when deciding. Our situation is such that we do not have any notable presence on the UK market with any of the four names in the poll. We start from scratch, so we want to do it with the best name. I am kinda sad that none of these sounds good enough though.

 

[ethical PR]

Hi Eldom. Don't worry at all. You have one person here that says they don't like them out of 60 odd million people in the UK. I don't think he is going to make or break your success here.

I'm a little confused. At first you say you are looking at changing your name because your UK customs say your name sounds 'too Eastern European' (whatever that means). Now you say you don't really have a presence in the UK market.

Don't worry about the name. You need to focus on developing the right marketing strategy to help you reach customers in the UK market (assuming your market research has shown you, that there is a market for your products in the UK market).

Have a look at Marketing Donut - lots of good advice there on branding and marketing plan templates.

 

[Eldom]

Hello! I understand it sounds confusing so let me try to explain in short - we are present on the UK market since 2003, producing OEM for different projects of some of the biggest local manufacturers, such as Glen Dimplex, Redring, Zip, etc.

As we have the product know-how, now it is our goal to introduce our own models.

We have some small distributors, and they inform me that the name Eldom is not well accepted, this is why I decided to do my own research, hoping to figure out if this is correct or not.

As all of the names from the poll above are registered to our company, I wanted to know how they sound to someone who comes from the UK, and eventually decide for one of them.

 

[Dan Muddle]

None of them

Constructive criticism?

 

[fisicx]

They are just a bunch of made up words. Brand =/= Branding. Eldom is fine as a brand name, the distributors were indicating that the brand isn't well known and therefore not well trusted. There is nothing wring with the name itself.

 

[Eldom]

Thanks you all for your help, I still have one week to make the decision, so any additional feedback will be highly appreciated. Still wishing for higher response to the poll

 

[myfairworld]

If by point of use water heaters you mean the sort of thing I have over the sink in my shop to produce hot water for hand and dish washing then I think the name could be important because 'amateurs' like me are going to making the choice of such an item. We'll probably be making the choice in a hurry - because the last one has ceased to work and can't be repaired - and though we may research our purchase we'll be doing so in a hurried rather than a measured way.

Unlike most of the other people who have replied to you I think that people may well be influenced simply by the 'sound' of a name and without realising just how much effect the name is having on their purchasing decisions. Everyone likes to think they are coldly rational but very few of us are!

To me Eldom does not sound Eastern European (but then I may be pronouncing it to myself in a very English way) but my immediate reaction to the name is of something rather relaxed and 'fat' (fat is not used here in a derogatory sense). Now if Eldom was the name of a bed or an upholstered armchair it would sound 'right' but as the name of a functional water heating item it sound a bit lazy and ineffective. I voted for 'Spectra' which has a sharp, alert, get up and go sound to it. If there had been a second choice I'd have gone for 'Galanta' which conveys ideas of being worth while, reliable and determined. 'Evrika' conveys nothing to my mind and I had to scroll back to the poll to even remember what it was. Evrika is the one which does sound 'foreign' simply in the sense of conveying nothing to me and not being memorable at all.

 

[Shopclicks]

Unlike most of the other people who have replied to you I think that people may well be influenced simply by the 'sound' of a name and without realising just how much effect the name is having on their purchasing decisions. Everyone likes to think they are coldly rational but very few of us are!

Really think you are over-thinking this. If you didn't know that the brand name had an Eastern European origin would you think of any differently to names like Ikea, Sony, Adidas, Virgin, Rheem, Rinnai, Bosch, Aldi or Lidl? It's the publicity and reputation that are associated with the brand that influences purchase decisions. The name just needs to be easy to pronounce and memorable.

 

[Vasil A]

Hi, we need help in deciding which of our four brands will be best accepted in the UK, so if you could answer the poll I will be most grateful! thanks!

Eldom sounds good to me. If your products provide high quality, people will start buying it no matter the name.

 

[Eldom]

If by point of use water heaters you mean the sort of thing I have over the sink in my shop to produce hot water for hand and dish washing

This is exactly what I mean, and thanks for the feedback, also to the other people who replied, much appreciated.

 

[Chris Ashdown]

In that case include Aqua in the name Aqua-Eldom, Eldon-Aqua

 

[fisicx]

I like Eldon-Aqua. The Eldon bit now almost has a classical ring to it.

 

[ethical PR]

And drop the investment part of your name - makes you sound like you work in the financial sector.

 

[fisicx]

And drop the investment part of your name - makes you sound like you work in the financial sector.

Just had a look at the site and 100% agree with this. And there is a long list of other things that need fixed on the site as well. Join UKBF as a full member to get a website review.

 

[Eldom]

Hey, thanks for the tip, we will have a dedicated site for the UK, so please disregard our current site.

 

[Richard Ashton]

Eldom sounds like a trust worthy name to me!