April 4, 2008
Steinway Lyngdorf Sweet Sounding Brand Naming
Here is an example of a completely new brand name that can immediately grab huge market share from established competitors. The Steinway Lyngdorf brand for high end audio products is just irresistible.
Many of us who do not even play the piano know and revere the Steinway name. Extending it to an audio system means that non-pianists can grab some of that Steinway allure.
The secret here is that both brand names are leaders in their fields and they both have tremendous recognition in the marketplace.
The combination has acted as a “catapult,” sending the brand name to the top 5 of luxury
audio brand names according to the Luxury Institute Survey.
I’d add that the name Lyngdorf sounds German, just like Steinway does, and a German brand name connotes precision and high fidelity to most consumers in the audio field.
Nordic European naming seems to attract the audiophile with really deep pockets. Just ask Bang & Olufsen, Bose, Harman Kardon, or Klipsch.
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