How did the Wrigley company come up with the name of orbit gum??
To understand how the Wrigley company came up with the name "Orbit" for their gum, we can follow a process through which companies often develop brand names. While I don't have access to specific information about the specific thought process behind the name "Orbit Gum," I can provide you with some insights on how companies typically come up with brand names.
1. Establish brand objectives: Before brainstorming names, companies define their brand objectives. This involves identifying their target audience, the characteristics they want their brand to convey, and any specific associations or messages they want their name to evoke.
2. Research and brainstorm: Companies typically conduct research to explore ideas and gather inspiration. This might involve looking into related topics, conducting market research, analyzing competitor names, or seeking inspiration from various sources.
3. Create a naming brief: Once the research is complete, a naming brief is developed. This document outlines the brand essence, target audience, key characteristics, and any other important considerations that need to be taken into account during the naming process. This acts as a guideline for the naming team.
4. Ideation and evaluation: The naming team brainstorm ideas based on the naming brief. They generate a wide range of potential names, exploring different themes, associations, and word combinations. These ideas are then evaluated against the brand objectives and any legal, linguistic, or cultural considerations.
5. Shortlisting and trademark clearance: From the generated list of names, a shortlist is created. This involves selecting the most promising and fitting options. Legal teams then conduct trademark searches to ensure the chosen names are available and can be protected.
6. Consumer testing and feedback: To gain further insights, some companies conduct consumer testing to gauge reactions and gather feedback on the shortlisted names. This helps in identifying any potential issues or associations that were not initially considered.
7. Final selection and launch: Based on a combination of internal preferences, legal considerations, and consumer feedback, the final brand name is selected. The chosen name is then officially launched and incorporated into the company's marketing and branding efforts.
While this process provides a general understanding of how brand names are developed, the specific details regarding the development of "Orbit Gum" would require insights directly from the Wrigley company.