Defining branding strategy: The Simplest is memorable enough

Defining branding strategy: The Simplest is memorable enough
What is in your mind when you imagine mineral water? The first word that came up in your idea i believe was Aqua and How about if we imagine kids snack? I believe a lot of children come up with brand Chiki from Indofood. Aqua is one of the successful brands which have strong positioning in customer mind share. What is success branding positioning behind those brands? What they make always memorable in customers mindshare? Here we go, if you notice a lot success company has simplest brand name no more 8 characters like Apple, Cisco, LG, Coke, HP, Intel, Virgin Air and IBM. In terms of psychological name with have the short one has better touch in mind memorable than the longer one. For instance why HP didn’t using name Hewlett Packard and prefer to use HP? The reason behind this is because they one the simplest one which people can easily to remember in long term. Another cases with local brand Sari Puspa (name of mosquito lotion in Indonesia) they change the name became Soffel, even Sari Puspa was already famous in Indonesian people. They briefly, rename the brand because want the simplest one and also in order to accepted to be International brand name Soffel.In addition a big guys in software and service computer company IBM prefer to choose IBM name than make International Business Machine, it one more because they want their brand became easier to remember in mind of customers.
However, creating strong positioning not easy as we imagine .We need elaborate our competitive attribute and needs of customers towards our industry. After that we should create some memorable items, it can be through our packaging like what Sampoerna A mild, Coke and Marlboro done. Another example like Harley Davidson that identic with big motorbike with people who needs freedom. Therefore, it depends what is our target market and of course our objectives. In addition, creativity and innovation also another points that vital supported create strong positioning way.