When it comes to the names of brands and products, many companies choose to use descriptive terms. You’ve seen them before. Words like “fresh, pure, and natural” dot the food landscape. Their use is meant to give the consumer a mental image of the product. This can be helpful in terms of conveying what the product is or does. However, it can also lead to confusion on the part of consumers. In this blog post, we’ll explore how descriptive terms in brands can cause confusion and what companies can do to avoid it.
How Descriptive Terms in Brands Can Cause Confusion
There are a few ways in which descriptive terms in brands can cause confusion:
First, many of these terms are open to interpretation. For example, what does “natural” really mean? The FDA has not formally defined the term, so companies are free to use it however they see fit. As a result, “natural” products can still contain synthetic ingredients or be processed in an unhealthy way. This ambiguity can lead to confusion on the part of the consumer who may think they are buying a healthier product than they are.
Secondly, these terms are often misused or used without proper context. For example, a company may claim their product is “made with real fruit”. However, it fails to mention that it also contains a ton of sugar and artificial flavors. Or a company may tout their “all-natural” cleaning products but fail to mention that they aren’t effective against certain types of stains or dirt. In both cases, the consumer is left with false impressions about the product which can lead to disappointment or even danger if they are using it for something it’s not meant for (e.g., consuming too much sugar believing it to be healthy because the drink is advertised as being made with real fruit).
Finally, these terms are often overused to the point where they have lost all meaning. For example, almost every food item on grocery store shelves nowadays seems to be “fresh” or “natural” even though that may not be accurate. When everything is labeled this way, nothing stands out and the consumer is left feeling more confused than ever before.
How Companies Can Avoid This Problem
The best way for companies to avoid this problem is to use unique and memorable names for their brands and products. If a company must use a descriptive term, they should make sure that it is well-known and that there is only one meaning for it. Additionally, companies should avoid using terms that are similar to other brands’ names. Finally, companies should keep their names as concise and specific as possible so that consumers will remember them easily.
Descriptive terms in brands can cause confusion among consumers. To avoid this problem, companies should use unique and memorable names for their brands and products. If a company must use a descriptive term, they should make sure that it is well-known and only has one meaning. Additionally, companies should avoid using terms that are similar to other brands’ names. Finally, companies should keep their names as concise and specific as possible so that consumers will remember them easily.