Naming In The News

What's In a Name?

Format Magazine January 2004

Minneapolis based Strategic Name Development conducted a national online survey of 20 newly minted brand names, with more than 800 consumers participating in the study. The results lead to the conclusion that, although the companies may have spent months developing a brand name, it still may not resonate with the consumer. Examples include:

Centrino: a combination of new technologies from Intel designed for mobile devices like laptop computers and personal data assistants. Despite a $300 million ad budget, only 11 percent of people surveyed were familiar with the Centrino name. Also, only 8 percent associated the name with a computer product - most thought Centrino was a brand of vitamins.

Swerve: when Coca-Cola announces a new product, people tend to notice - but in the case of Swerve (a new dairy drink), the latest launch seemed to go undetected. Most consumers connected the name to a car or driving (29 percent) as opposed to a beverage (8 percent). Only 13 percent were even able to remember the name shortly after seeing it.

Murano: Nissan's newest crossover SUV achieved a perfect 100 aspirational index score (rating how good the brand makes consumers feel), yet only 18 percent of consumers were able to recall the name.