category denominator
Sometimes, instead of a new brand name, a suitable category denominator is required. The difference is that the latter doesn't need to be protected as intellectual property in the first place, but needs to communicate something relatively new or complex with minimal language.
It can serve to refer to a new, unknown concept in a way that is immediately clear, like 'foodcafé' (Amstel) and 'CoffeePad' (Philips/DE).
It can be used as an addition bringing clarity to a name that has to be rather abstract for strategic reasons, like 'GreenParks' in Landal GreenParks.
Often, these denominators serve to bring clarity about specific options in a broader product offering, for example when dealing with tariff structures (Basic, Easy Extra).
And, quite often, the new category names *are* protected legally, so they really are names for new product brands, like 'Senseo' (Philips/DE) and many others.
Being a European company, Globrands Naming & Strategy are used to dealing with a variety of languages, cultures and regulations. Via our Global Naming Network we share projects, knowledge and experience with first class naming creatives, brand attorneys and research companies in countries all over the world.
While familiar with the cultural and legal pitfalls, we know how to create an international name that communicates the essence of a brand in a unique way. We draw on a wealth of experience with various kinds of border-crossing decision processes and like working in teams with designers and brand strategists.