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In the universe of branding and marketing, the act of naming, or “naming,” is a crucial process. A brand’s name becomes its identity, representing the company’s personality and values. It is the first contact a customer has with the brand and can influence their perception of it. Here we will analyze some successful naming cases.
Success Stories in Brand Name Creation
Sometimes, naming success lies in uniqueness and differentiation. Google is a perfect example. Derived from the word “googol,” which is a mathematical number (1 followed by 100 zeros), Google evokes the vastness of information the search platform provides. The name is unique, easy to remember, and has become so omnipresent that it has become a verb in itself: “to google.”
Apple
Apple is another naming success case. Instead of choosing a technological and abstract name, Steve Jobs opted for something simple and tangible. The name Apple is accessible, friendly, and represents the simplicity and ease of use of its products. The name has also helped position Apple as a unique and different brand in a sector saturated with complicated and technical names.
Starbucks
Starbucks is an interesting case in naming. Its name comes from the character Starbuck from the novel Moby Dick, a choice that reflects the love for the sea and the maritime heritage of Seattle, where the company was founded. By choosing a name with meaning and context, Starbucks created a brand identity that transcends the simple sale of coffee.
Amazo
Amazon, named after the longest and most voluminous river in the world, is another great example. This name conveys a sense of vastness and diversity, which perfectly aligns with its vision of being the store for everything. Plus, its logo with a smiling arrow that goes from A to Z reinforces this idea, indicating that they offer all products from A to Z.
Coca-Cola
Coca-Cola is a case where the brand name is so iconic that it has become synonymous with the type of product they sell. This name has a literal origin: the original ingredients of the drink were coca leaves and kola nuts. The repetition of the “co” sound also makes the name catchy and easy to remember.
In conclusion, a successful brand name can be simple and easy to remember, it can reflect the company’s values and vision, or it can be completely unique and different. Regardless of the approach, an effective brand name becomes the essence of the brand in the consumer’s mind and plays a crucial role in its success.