Chocolate manufacturers strive to find a unique name that tells consumers all the strengths of the brand and makes them want to buy the product. Naming is one of the most demanded services at KOLORO branding agency. In this piece, we’ll share ten successful examples of chocolate naming, provide tips on how to create a successful name, and talk about the four most common mistakes.
So where do you start in developing a name for a chocolate brand? With market research, of course. It is important to clearly define the price segment of your product and understand the portrait of the potential customer. A market analysis of the market will help reveal all of this. A desk study will help to provide an overview.
You can contact the branding agency KOLORO, which will prepare a review and analysis of the market.
5 tricks for naming branded chocolate
1. first or last name of the founder
Calling a brand by the first or last name of its founder is one of the most common techniques. Many factory owners seek to immortalize their name in history. In the brand name, you can include the product category in addition to the first or last name. For example, Cadbury Chocolate is named after John Cadbury. The Ghirardelli chocolate brand also bears the name of its founder, Domenico Ghirardelli. There is an example where the name of the founder and the name of the town where the chocolate is made – Hershey’s Chocolate – merged together. Headquartered in Hershey, Pennsylvania, the brand was founded by Milton Hershey.
Hershey’s Chocolate
2. Place of production
A focus on the place of production can emphasize the high quality of the product, For example, everyone knows that Switzerland is famous for its chocolate. This common fact has been capitalized on by the My Swiss Chocolate brand.
My Swiss Chocolate
The Russian brand “Russia” is named simply – after the country of production. The designers reinforced the name by adding a logo reminiscent of the domes of St. Basil’s Cathedral.
Chocolate “Russia”
3. oxymoron
The technique consists of a controversial or humorous name for a new brand name. For example, Chocolates With Attitude. And the TCHO brand combines a derivative of two words – Technology and CHOcolate. A rather unusual solution for this product category. The technology reference relates to the past work of the brand’s founder, Timothy Childs. He is a former space shuttle developer.
Chocolates With Attitude
4. Combining words
In the process of creating naming for chocolate, you can safely play with words, combining them into new forms. For example, the name of the Toblerone brand comes from the surname of the founder Jean Toblerone and the Italian word “Torrone” – a special kind of nougat used in this sweet. Switzerland’s Philippe Souchard has launched a milk chocolate called Milka. It comes from two main ingredients, “Milch” (milk) and “Kakao” (cocoa) (in German).
Toblerone chocolate
5. Analogy
You can pick the right association that will pop up in the consumer’s mind when a brand of chocolate is mentioned. This technique allows you to achieve high recognizability. Many brands draw inspiration from nature, cities and art. Often the name has nothing to do with the product. A good example is the naming of Alpen Gold. Translated into Russian, it means “Alpine gold”. But the products have nothing to do with alpine mountains. All plants are located in Eastern Europe. The Russian makers of Nue chocolate wanted to emphasize the pure, naked taste with the name. Wonka Chocolate’s naming is based on the success of the popular book and movie, Charlie Dahl and the Chocolate Factory. The main character, the owner of the factory was named Willy Wonka (Willy Wonka).
Wonka chocolate
Specialists of the branding agency KOLORO can develop a beautiful and capacious name for a new chocolate brand and product line. We know how to create a successful brand!
About how to create a unique name for a pastry shop or bakery, read in our material.
Branded chocolate naming: 4 mistakes
1. Name associated with the product
For example, alliteration may carry negative associations and not link the product name to its category in any way. Like the naming of Ploop chocolate. The word translated means “cotton”. Such a name is more likely to be suitable for a brand of pyrotechnics or toys.
PLOPP chocolate
2. Coincidence of names of different brands
Dove chocolate (translated into Russian) “dove” from the company M&M/Mars, entered the Russian market after a series of hygiene products under a similar name from Unilever. Many consumers were wary of the chocolate, thinking it was produced by the same concern. Also, it’s an example that when choosing a name, it’s worth making sure it’s not being used by other companies.
Dove chocolate
3. name, non-adapted name for the region
Because of the difference in pronunciation in different languages, a name that is familiar to a German audience, for example, but difficult to pronounce for consumers who do not know the language. For example, the name of Schogetten chocolate from the German company Trumpf.
Chocolate Schogetten
4. Long name
Copywriters know that the best names to remember are those with up to seven letters. Words that are too long, as well as word combinations, are not as well-received by the audience. For example, The Grown Up Chocolate or San Churro Real Chocolate.
What you need to check before using the name
- Whether the domain name is free. To create a brand website and social media page, you will need to create a new domain name, which is derived from the brand name. Make sure it’s loose.
- Competitors. Before you patent a name, make sure that your competitors in the local and international market are not already using the same or a similar name. There is a risk of confusion and lack of clear identification. For example, as happened with the Dove brands.
- Ease of pronunciation. The name should be quick and easy to remember. Observe the name for cuteness and the number of characters in the word (preferably up to 7 letters). For example, Milka is quickly memorized due to its association with milk and ease of pronunciation.
- Connotations. Test the new name on your audience and make sure they put the right meanings into it and there are no negative associations in the minds of the majority.
- Meaning in all languages. If you want to promote products to international markets, find out the meaning of the word in the languages of all the countries you plan to import to.
Learn some of the secrets of naming here. For easy and successful launch of chocolate brand on the Ukrainian market, contact KOLORO branding agency. Marketers, brand managers, copywriters and designers with years of experience to help you build a successful brand.
