Label or descriptor

Sometimes, instead of a new brand name, a suitable category denominator is required. A new brand with an evocative name may need one, in order to tell the market explicitly what the brand stands for.

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).