Mining more profits from an existing brand resource is an economical and expedient method of increasing profitability
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Carefree, AZ (PRWEB) October 21, 2008
Brand marketers looking to improve R.O.I. and profitability may want to take a closer look at their brand and sub-brand product portfolio. A cross-category average of sub-branded products and services indicates that one-in-five fall into the classification of missed opportunity.
Based on a twenty-year ongoing market research study of branded consumer products and services world-wide, NameQuest estimates that up to 20% of sub-branded products hold potential for improved profitability with optimized verbal communication.
"Mining more profits from an existing brand resource is an economical and expedient method of increasing profitability," says noted branding expert John Hoeppner, President of NameQuest, Inc. "Often simply modifying or changing the verbal sub-brand naming correctly will significantly improve sales and profitability."
NameQuest's Sub-Brand Optimizer™ methodology is designed to measure the sub-brand's communication potency against category specific database norms. Sub-brand names that do not meet NameQuest's Verbal DNA™ benchmarks will be optimized to meet or exceed standards.
The results of NameQuest Sub-Brand Optimizer™ methodology are impressive. Based on IRI Data (Information Resources Inc.), one consumer food product posted more than a 12% sales gain over the previous year. Total annual sales for this product were in excess of $51 million. In personal care products, A.C. Nielsen reported a first year jump in sales of nearly 50% with impressive gains in category market share.
John Hoeppner, President and Founder of NameQuest, Inc., is recognized worldwide as a leading expert in verbal brand name development and name research for leading global Fortune 500 corporations. NameQuest sub-brand name examples include Saturn VUE®, Sea World Wild Arctic®, Scrubbing Bubbles Fresh Brush®, PediaSure NutriPals®, Suplena CarbSteady®, RAID GermFighter®, Similac EarlyShield®and Philips-Sonicare HealthyWhite® among others.
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