:: Contains the legacy of the founder(s) in the
brand name who happened to be leaders in
their industries.
:: For example: Fairfax [ Media Group ] and
Babcock & Brown [ Investment Bank ] |
|
:: Utilises the obvious and logical to penetrate the
market place quickly and establish a position of
leadership and dominance.
:: For example: ABC Learning Centres and
Insurance Australia Group. |
|
:: Contains a distinct brand name that allows it to
stand out amongst the industry and quickly
establish a position of leadership.
:: For example: Boral [ Building Materials ] and
Qantas Airways [ Air Transport ] |
:: Combines the qualities of descriptive and
invented brand names to create a unique brand
name in the market place.
:: For example: Telstra [ Telecom Australia ] and
Westpac Bank [ West Pacific Bank ] |
|
:: Combines 2x brand names, generally, as a
result of a merger or acquisition.
:: For example: Suncorp-Metway [ Financial
Institution ] and WorleyParsons [ Energy
Engineering Contractors ] |
|
:: Utilises a name with no identifiable link between
the products and services, and the brand name.
:: For example: Asciano Group [ Rail and Ports
operator using the name of an Italian Town ] |
