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Business Daily: How brands are born

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How brands are born

07/07/2020 GMT

BBC World Service - Business Daily, How brands are born

What’s in a name and why does it matter?

Is there a perfect formula to choosing a name for a product?

What's the secret to coming up with a brand name? 

Elizabeth Hotson goes on a mission to create a new line of mushy peas - also known as Yorkshire caviar. With their low fat, high fibre, vegan credentials, mushy peas should be a winner with health conscious millennials, but a great name is still essential to success. 

We negotiate legal minefields with Kate Swaine, head of the UK trademarks, brands and designs team at law firm Gowling WLG, and get some valuable branding insights from Simon Manchipp and Laura Hussey at design agency SomeOne.

Eric Yorkston, associate professor of marketing at the Neeley School of Business at Texas Christian University, tells us why analysing the sounds of words can make or break a brand.

Producer: Elizabeth Hotson

(Picture: Queen Pea branding by Simon Manchipp of SomeOne)

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