Many proposed
versions were
assessed before
Buckler's definitive
label (below right)
was finally
approved.
the list of 150 names suggested by Inter-
brand only two names ultimately remained
after all the research into linguistics, trade
mark law and consumer acceptance. These
were Buckler and Norlander. The choice
fell on Buckler, as this name offers the best
possibilities for use internationally.
Label
But that did not mean that the work
ing group's assignment was over. A
product name had been selected, but
what would the label have to look like?
'You can approach a product like Buck
ler from two angles', explains Mr. Hak
kaart. 'You can look upon it as a beer
without alcohol, or as a non-alcoholic
soft drink for adult consumers. This has
to be taken into account in your label
design. The label should convey either
a beer-like character or that of a soft
drink.'
Many countries research then
started into the question 'how does
Buckler compare with the competition
as regards product, name, packaging
and image?' This research revealed not
only that the beery approach offered the
best opportunities but also that Buckler
had a very high score compared to the
competing brands.
33
THE WORLD OF HEINEKEN