Consumer Confusion in Branding and Product Naming

Introduction

• Companies projected to spend $4.7 trillion by 2025 on marketing
• Marketing includes more than just ads; significant focus on branding

Branding Examples and Strategies

• Example of AMD and their slogan "Rise"
  • The name signifies a comeback
  • Millions spent on tone, slogans, logos, and sounds
  • Goal: Convince consumers to buy

Confusing Nature of Product Naming

• Product names often not meant to educate but to appeal to gut feelings
• Examples of Confusing Branding:
  • Apple's Ultra Pro Max
  • AMD's Ryzen naming scheme
  • Purpose: Make consumers think bigger numbers mean better products

AMD’s Confusing Product Naming

• AMD's mobile product naming scheme incomprehensible
  • Requires its own Wikipedia section
  • Desktop naming: Four primary numbers with different meanings
    • Architecture number: Indicates core technology, now indicates the year
    • Market segment number: Redundant
    • Differentiated number: Zero or five
    • Letter at the end: Indicates power target or if unlocked
• Example: Ryzen 7000 series processor confusion
  • Market created for 8000 and 9000 series without new architecture

Impact on Consumers

• Potential for consumers to be misled into buying older tech
  • Example: Choosing Ryzen 7735U over 7640U may result in older, less powerful processor

Intel’s Naming Scheme Issues

• Intel also part of the confusing naming problem
  • Inconsistent suffixes (HX, HK, H, P)
  • G for integrated graphics, F for no integrated graphics
  • Pentium branding inconsistencies
  • New “Ultra” suffix for AI capable chips

Simplified Naming Systems

• Apple's M series processors as an example of cleaner naming
  • New number each year and Pro, Max, Ultra suffixes
  • However, even Apple has confusing elements: Example, two MacBook Pros in 2023 with different specs

Consumer Actions and Manufacturer Responsibilities

• Consumers can educate themselves before purchases
• Recommendation for manufacturers:
  • Avoid deceptive practices
  • Align branding with product quality to build customer trust

Conclusion

• Consumer behavior unlikely to change
• Manufacturers should aim for transparency in naming and branding * shift focus from short-term profits to long-term brand loyalty

Sponsor Segments

• G.Skill, highlighting luxury features in their RAM products
• Squarespace, promoting ease of use for building websites