Automotive: December 2007 Archives

Tata_logo.gifYou probably have not heard of India's Tata Group, the country's largest automaker and possibly its biggest brand name, but you most certainly have heard of Jaguar and Land Rover.

Jaguar_Logo.gifThese two brands may soon be sold to Tata Group for around $2 billion.

Land-Rover.gifThis is leading many experts to wonder if the world is ready for Indian luxury brand naming. Much as Martin Lindstrom did when Louis Vuitton moved its production to India.

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Brand Name Evaluation - The Importance of Context

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As naming professionals, we are always surprised with associations that people make with the name candidates we present.

I feel it tells us as much about the person and their view of the world as it does their opinion on the name candidate.

One very common response we hear is "That name reminds me of x."

AmericanEagles1.gifOur response is "You really have to evaluate the name candidates in context." Take the name American Eagle, for example.

  • American Eagle is the regional carrier for American Airlines.
  • American Eagle is also a retail clothing chain that is located in many shopping malls.

So, if our assignment were to name a clothing chain and we recommended American Eagle, it's very typical for client to say "It reminds me of an airline" and dismiss it for that reason.

Fusions1.gifWe say, "Wait a minute." How about the Ford Fusion and the Gillette Fusion razor and the V8 Fusion juice?

As you can see, the same name can co-exist in multiple categories and not be confusing since all of these brand names are presented in context.

When I go to a store to buy Gillette Fusion razors, I don't think automobiles or juice.

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Brand Naming Can Tattoo You

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Chanel_Tattoo.gifI've said it before and I'll say it again: If you want a sure way to get your brand naming under people's skin, think tattoos.

As the latest trend, companies are not only incorporating tattoo art into their brand names, but also creating brands that are designed to appeal to people with tattoos.

  • The convenience store chain 7-Eleven has a new energy drink called "Inked," which is "aimed at people who either have tattoos or those who want to think of themselves as the tattoo type."
  • Dunlop has offered free tires for years to anyone who will get their "Flying D" tattooed to their body.
  • General Mills is selling fruit roll-ups that allow kids to create "temporary tongue tattoos."
  • Christian Dior, Tag Heur, Aussiebum, Bling, Benefit Cosmetics are all looking into creating "tattoo logos" in India, because tattoos are a big part of Indian culture.
  • CAPTAIN-MORGAN-TATTOO.gifCaptain Morgan's new rum is called "Tattoo."

As you can imagine, people of all ages and nationalities wear tattoos, which means that you almost cannot lose by incorporating tattoo advertising into your brand.

What's next?

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