The document discusses how linguistics can help companies choose effective brand names. It explains that linguistics involves studying language structure and development, and can help identify names that are memorable and meaningful. Names can be real words or coined terms, and linguistics provides guidance on both approaches. The document emphasizes that linguistics considers cultural and language differences that may impact a name's interpretation in various markets. It provides examples of brand names helped or hurt by linguistic and cultural factors. Overall, linguistics is presented as a valuable tool for evaluating potential names and maximizing a name's global appeal and marketing success.

1. What’s in a Name?
Linguistics demystified
for brands
Creating and managing
brand value
TM

2. Interbrand | Pg. 1
What’s in a Name?
Linguistics demystified for brands
By Paola Norambuena
When most people think of linguistics – two possible directions to take: one is to and rich in meaning. Andaz benefits from
if they do at all – they likely picture stuffy select an existing word or words, the other an association with Romance languages
academics waxing obscure about the roots is to conjure a new name from raw linguistic (the Spanish “andar” and the Italian
of language. Seminar tables and lecture materials. Both approaches involve a “andare” – both verbs meaning “to go” –
halls, earnest students and musty library detailed process. resonate with a travel-oriented brand). Yet
shelves full of arcane texts gathering dust. it was chosen because it is an Urdu word
Say you want to use a real-word name.
What they most certainly do not picture meaning “personal style” – an apt choice for
Linguistics suggests that limiting yourself
is cutting-edge commercial creativity or a a hotel that celebrates its clients’ personal
to the English language may also limit your
route to success in the crowded marketplace preferences at every turn.
appeal – and your market share. That’s partly
of products and services.
because English is full of consonant clusters For mass appeal, linguistics
Yet linguistics is just that – a tool for that are simply hard to pronounce for a large
would steer us toward
narrowing in on the kinds of names that portion of the world’s population.
will make your product or service a world constructions of words
While English words often get stuck on other
changer, for finding the moniker that can and sounds rooted in the
mother tongues, words from the Romance
help you grab the public imagination.
languages tend to have fewer consonants. real but with a new identity
Linguistics and the naming process Furthermore, Spanish, French, Italian – even all their own.
Romanian – and other Romance languages
Put simply, linguistics is the study of the Coining names and linguistics
all share Latin as their common ancestor.
structure and development of language.
So many of their sounds are not only Just as linguistics can help with finding
It encompasses a number of sub-fields –
easier to pronounce, but also comfortably a real-word name, it can be equally
including sociolinguistics, psycholinguistics,
interchangeable to the more than 600 valuable when inventing , or coining, a
and historical and computational linguistics.
million who speak them. name, an approach that has the potential
Some are more theoretical, others more
advantages of ownability, distinctiveness
applied. But linguists share a widespread Looking to less common languages can be
and (near) universal appeal.
agreement that human beings have an equally inspiring. Hasbro’s Parker Brothers
innate ability to acquire and use language, Games turned to Swahili when naming A coined name is a name that cannot
based on our shared biology. This makes their popular stack-and-build block game be found in the dictionary – including
linguistics a crucial asset for generating Jenga (“to build”). Similarly, the Swahili word anything from a playful twist on a real
names that are both meaningful for the for “village” – Kijiji – became the name of a word (“googol” becomes Google), to
brand and memorable in the mind of website offering free local classified ads. something entirely made up (such as
the consumer. the Eee computer by Asus).
One example of using real words to create a
When a company has a new product or distinctive – and ownable – name is Hyatt’s A common frustration is hitting on the
service it needs to name, there are basically hotel brand Andaz, which is both easy to say perfect real-word name, only to have

3. What’s in a Name? Linguistics demystified for brands Interbrand | Pg. 2
If you can’t own it, it
doesn’t matter how
great a name is.
legal tell you it’s not ownable; with over 21 potential, but they also must consider thinner every minute.
million registered trademarks and counting, specific cultural cache and appropriateness
For instance, the United States has a
chances are someone else got there first. across all the markets the brand will touch.
growing number of multilingual residents,
By contrast, coining involves creatively Linguists have done extensive research into
each with purchasing power and cultural
combining, refining or dicing words – both of these territories and their work that
prestige – and each posing unique
significantly narrowing the chances that can help us balance the two.
opportunities for marketers to get it wrong.
your preferred name is already taken.
Universal appeal That’s why working with linguists when
While that last tactic has become highly evaluating brand names is essential.
Linguists can offer marketers valuable
imitated in the digital space, one of the
insights into the kinds of associations Consider that the top five languages in
most successful global brands is 124
that certain words and sounds have the U.S. besides English are Spanish,
years into demonstrating the impact and
across a broad swath of the polyglot Chinese, French, German, and Tagalog. If
memorability of two easy sounds: Coca-
global marketplace. For example, an “R” your name is targeting these non-English-
Cola’s alternating vowels and singsong-y
sound is often perceived as conveying speaking populations in the U.S., let alone in
pronunciation are a proven way to spread
motion – think of words like river, ripple, international markets, it’s key to do linguistic
happiness wherever you may roam.
or even whirl, or brands like Range Rover cultural checks – not just with American
For mass appeal, linguistics would steer us and Roomba. The “S” sound, of course linguists but by running shortlisted names
toward constructions of words and sounds communicates smooth, sleek, streamlined through in-country linguistic and cultural
rooted in the real but with a new identity - like Silk or Swiffer. And “Z” often evokes checks as well. This will help you to keep an
all their own. Take Olay’s “Definity” – which speed, energy or precision, hence its use by eye on the forest and the trees.
combines “define” with the common suffix such brands as Zipcar, Zippity, Blazer and
Late stage essentials
“-ity” to create a new noun that looks like RAZR.
a real word. This particular name gains Now that you’re armed with all this linguistic
But linguistics, like naming, is not always
further credence because it contains insight, naming your product or service
an exact science. Its greatest value may
“finity” which we find in the word “infinity.” should be a breeze, right?
lie in the deep understanding of specific
This type of coined name may be less languages, and the cultures it is part Not always, but a linguistic perspective can
distinctive than an Eee – since the construct of. This is what a linguistic specialist can help get you out of a naming rut, even if its
is more expected – but it packs consumer bring to the table. late in the game.
punch. Of course, adding to its appeal is
A linguistic perspective on cultural diversity Let’s say you’re positioning a new product
its very real potential for clearing any legal
can help ensure a brand name won’t that is all about speed, energy and precision.
hurdles, which is itself no small feat.
offend, unintentionally amuse, or simply Logically, your shortlist is filled with Z
The importance of evaluation flop. In fact, linguistics can help maximize names – after all, sound symbolism and its
your chances for success by honing a name many boosters tell you that Z implies speed,
Naming professionals aim for near-universal
for global markets as much as for local energy, and precision.
appeal to maximize a brand’s marketing
consumption, a distinction that is becoming

4. What’s in a Name? Linguistics Demystified for Brands Interbrand | Pg.3
You realize there are just two obstacles These stories go a long way to reinforce
to settling on your perfect name. One is the pitfalls that await overeager marketing
differentiation – your category is saturated professionals. Offensive names are not
with Z names and sounds. And the other is just problematic because of feelings, but
ownability – all the best Z names are taken. of how they can derail even the best laid
marketing efforts.
If you can’t own it, it doesn’t matter how
great a name is. And if it won’t set you Of course the goal of every name is to stick
apart in your space, what good is it? Brands with the target audience and deliver the
like FedEx, Red Bull, and Toyota RAV 4, kind of positive associations you want. In an
however, don’t feature Zs in their names, increasingly small, overcrowded and fiercely
yet all of these brands communicate speed, contested market environment, this can be
energy, and precision. When faced with a daunting task. Linguistics can provide you
limited choice, linguistics will tell you to with proven advantages to help you find or
look farther afield, to other languages create a one-of-a-kind name and evaluate
and cultures, to other roots, devices, and its potential when it is seen on shelf, on the
structures, to find a name that is both lot, online, wherever your brand competes.
distinctive and meaningful. Whether real or coined, suggestive or
descriptive, your name is your brand’s most
Besides ownability and differentiation, the
essential asset, making it all the more
naming endgame is also about sensitivity.
important to get it right the first time. ■
In today’s shrinking multinational world,
engaging linguists to run thorough cultural
disaster checks on your prospective brand
names is of the utmost importance.
...linguistics, like naming, is
not always an exact science.
Its greatest value may lie in
the deep understanding of
different languages, and the
cultures they’re part of...
Some cautionary tales include a major U.S.
brand that went to market with a product
named GECIS (pronounced JEE-kiss).
Unfortunately, in Hungary, where the
brand conducted a considerable business,
the GECIS name translated to an unseemly
bodily fluid.
In another instance, Coca-Cola went into
the Japanese market with the tagline “Coke
Adds Life” – disastrously translated as
“Coke Brings Your Ancestors Back from the
Dead” – particularly offensive to Japanese
believers of the Shinto faith. And in another,
the Russian natural gas giant Gazprom
inked a deal with Nigeria to start a joint
venture earlier in 2009, the new entity was
named Nigaz.

5. Paola Norambuena
Paola Norambuena is Interbrand’s Executive
Director of Verbal Identity, North America.
She is passionate about language and
believes it is a powerful tool that impacts
behavior and helps brands create an
emotional connection with customers,
employees, and key stakeholders.
Combining her experience in
communications, brand strategy, and
ideation, Paola helps her clients harness the
power of language in compelling new ways,
through naming, voice, messaging, and
creative writing—verbal identity strategies
that help bring brands to life.
Paola Norambuena
Executive Director of Verbal Identity, North America
T: 212-798-7590
Paola.norambuena@interbrand.com
Creating and managing
interbrand.com brand value
TM