Names Get Real, But Naming Gets Real Tough; Interbrand Survey Reveals Marketers' Brand Name Challenges

Business Wire, Sept 3, 2002

Business Editors

NEW YORK--(BUSINESS WIRE)--Sept. 3, 2002

In a post 9/11, ethically-challenged business environment, brand naming will be injected with a heavy dose of reality, say respondents to Interbrand's first annual "Name Game" survey.

When queried on the future of corporate and product naming, 19 percent say that "coined," or fabricated names will remain popular; nine percent see a trend toward adopting names that had been part of a company's heritage, but 57 percent see a trend toward more "real" or authentic-sounding names--either singular or compound words (e.g. Apple, jetBlue, Tide).

Conducted online from July 22 to July 31, Interbrand's "Name Game" survey elicited responses from 218 marketers from a range of industries and geographies. Those respondents most bullish on the trend toward real brand names were also realistic themselves. They acknowledge that trademark challenges, already a major obstacle to the selection of suitable brand names, will only become tougher.

Julie Cottineau, Managing Director, Naming, at Interbrand, said, "For many reasons, customers are tired of BS. Our survey showed that marketers know this and predict that one of the ways to communicate sincere values is through the use of brand names that are more accessible and meaningful to their customers."

The problem is that most real words are already taken, thereby slowing down or stalling the trademark process. In the English language alone, there are more than six million words and virtually all of them are registered. "This is where a consultant's creativity and their resources can really help marketers," says Cottineau. "For example, real words can be used as metaphor, outside of their traditional meaning, like "Lucky" for a shopping magazine, or "Monster" for an Internet job search site. There are also many foreign words, like "Stolichnaya," that can carry a brand in diverse, global markets."

Respondents agreed, with 60 percent of them saying that used outside consultants on their naming projects. Indeed, the top reasons they cite for using naming consultants are to improve the quality of possible names, and to facilitate overcoming and/or eliminating trademark barriers.

The "Name Game" also asked participants whether they knew the derivations of some popular brand names-- Stolichnaya, Rolex and Starbucks. Cottineau continued, "This part of the survey underscored to us the importance of perceived authenticity, even when literal meaning of the name isn't instantly apparent. As is the case with these well-managed brands, the authenticity of the brand and the name become intertwined so that what the customer experiences is sum total of the brand's values."

For a copy of the survey results, or to receive Interbrand's "10 Most Common Naming Mistakes," or to speak with Julie Cottineau, please call Regina Milano at 212-798-7513, or Lisa Marsala at 212-798-7646.

Interbrand (www.interbrand.com), the leading brand consultancy combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset -- their brands. Founded in 1974, Interbrand has 34 offices in 22 countries around the globe and clients from among the most respected businesses in both the traditional and new economies. For more information visit the world's only online exchange about branding, produced by Interbrand, at www.brandchannel.com.