November 28, 2006
Brand Naming: The Power of the "-Ex" Suffix
Richard Lederer of the KPBS show A Way with Words describes “–ex” as “The killer advertising suffix.”
The US Patent and Trademark Office agrees with him: a search for terms ending in “-ex” yields 46,779 results. Even allowing for a company trademarking the same name in several different classes, and subtracting words that end in “–plex,” "–flex,” and the like, that’s a shed-load of brand names.
And unlike such endings as “–ium” and “–ion,” which are associated primarily with product names in the high tech and science industries, or "-one," "-ol," and "-in(e)," which are usually used for pharmaceuticals and chemical compounds, names for products in any category at all can end in “–ex.” Here are just a few examples:
Even the popular abbreviations “AmEx” and “FedEx” may have come about in part because of the power of this suffix.
What other examples of brand names ending in "ex" can you think of?
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