Marketing textbook, chapter 6

To the Naming various techniques can be used, which are either based on classic creativity techniques such as brainstorming or proceed systematically and logically, which is particularly helpful when searching for names that evoke associations with the chosen positioning or brand essence (for idea generation techniques, see chapter 6.5.2.2). According to Langner, there are four search directions (see Langner, 2003, p. 152 ff.):

With the help of the selective modification you look for adjectives that are associated with the brand positioning. The suitable adjectives are then »translated« into the brand name. An example of this is the name »cuddly soft« for a fabric softener. With the Property transfer you look for particularly typical characteristics that match the planned positioning statement and then transfer these into the name. If, for example, the speed of a car brand is to be emphasised, the name - such as the Opel Tigra - can support this positioning, as people automatically think of the power and speed of tigers. Another search direction is the relational link. This involves searching for facts that should be linked to the brand. For example, the name Melitta Montana signals that it is a coffee that comes from the highlands. A Redundant linking is present if the name makes a direct reference to the product category. This is the case with the Dentagard brand, for example.

Sources:

• Langner, T.: Integrated Branding. Baupläne zur Gestaltung erfolgreicher Marken, Schriftenreihe zum Marken- und Produktmanagement, Wiesbaden 2003.