de | en
about us

Project phases
Project request

       Brand practice

There are about 7 million short names (up to 5 letters) and practically infinite long names (5 to 10 letters). Nevertheless, all these names have basic structures in common, which are essential for naming.

Below we have compiled the most important ones for you. There is more to naming than meets the eye...

A   B   C   D   E   F   G   H   I   J   K   L
M   N   O   P   Q   R   S   T   U   V   W
X   Y   Z


The above names are used for illustrative purposes only. Most of these examples are copyrighted trademarks of their respective companies.

Duden, Die deutsche Rechtschreibung, Dudenverlag, Mannheim (1996). Pelz, Linguistik (1996), S. 41. Mahmoudian, Zeichen, in: Martinet, (Hrsg.), Linguistik (1973), Carroll, John M. (1985). What's in a Name? An Essay in the Psychology of Reference. New York: W.H. Freeman & Cpy Cottle, Basil (1983). Names. London: Thames and Hudson Ltd. Crystal, David (1987). The Cambridge Encyclopedia of Language. Cambridge: Cambridge University Press. Fromkin, Victoria and Robert Rodman (1978). An Introduction to Language, Second Edition. New York: Holt, Rinehart and Winston. Morris, William, ed. (1979). The American Heritage Dictionary of the English Language, New College Edition. Boston: Houghton Mifflin Company. Pei, Mario (1966). Glossary of Linguistic Terminology. New York: Columbia University Press. Perrine, Laurence (1977). B. Lorenzen, Designschutz im europ. und intern. Recht, Hamburg (2002); zur Illustration s. div. Design-Klassiker (z.B. Fortuny-Pallucco, BKF, Shaker-Möbel, Gilda, Eiermann-Tisch, Gugelot-Bett, Design und Moebel von Vitra, Tolomeo von De Lucchi , Luxo L-1 und div. Leuchten) auf und Sound and Sense, An Introduction to Poetry, Fifth Edition. New York: Harcourt Brace Jovanovich, Inc. The Editors of Inc. Magazine (1988). The Best of Inc. Guide to Marketing and Selling. New York: Prentice Hall Press. Vanden Bergh, Bruce, Keith Adler, and Lauren Oliver (1987). "Linguistic Distinction Among Top Brand Names," Journal of Advertising Research, August/September, 39-44.

A word formed from initial letters of a series of words in a sentence. The advantage of a commercially used abbreviation is that it challenges the consumer to solve the cryptic puzzle. In addition, abbreviations often create insider brands with an upscale, slangy feel. The main disadvantage is the aloofness and abstractness, which leads to quick forgetting without appropriate investment in advertising campaigns. Example 1: 'IWC' for International Watch Company Example 2: 'Qantas' for Queensland And Northern Territory Air Service Example 3: 'BASF' for Badische Anilin & Soda Fabrik

Repetition of the same consonant sound or of different vowel sounds at the beginning of a word or in stressed syllables Example 1: 'Betti Bossy' (Swiss cooking art figure) Example 2: 'Marilyn Monroe' (art name for Norma Jean Baker born in 1926) Example 3: 'Donald Duck' (relative of 'Scrooge McDuck', 'Dusel Duck', 'Clas Clever', etc.) Example 4: ''Pasta Pronto'' (pasta ready meal)

Explicit or implicit homage or reference to models in classical literature. Example 1: Fiat Ulysse (allusion to Homer's Odyssey, the odyssey of Odysseus) Example 2: 'Nike' (Nike of Samothrace, goddess of victory in Greek mythology).

Alphanumeric names
A name consisting of a combination of letters and numbers. Many names work this way today, especially those that want to emphasize the technical context. Examples: 'BMW 540i', 'Airbus' A380' or '7-Up'.

The fusion of two or more meanings in one name. Example: the minivan 'Dodge Caravan', an amalgam of 'car' and 'van', which is additionally an independent word with its own meaning.

Creation or modification of a particular name based on an existing name or language pattern. Example: 'Skater's Paradise' is an analogy to 'Surfer's Paradise' (suburb in austral. Queensland).

Insertion of a vowel or vowels to break up a tedious consonant sequence. This often happens when terms are exported to another language with specific consonant-vowel pronunciation rules. Example: 'M&Ms' from Nestle exist in Japan as 'Emuandoemu'.

Name meaning that is opposite to other. A variety that, by breaking a taboo, commands attention. The product is defined by what it is not. Examples: 'The Uncola' (the nickname of '7-Up' in the USA).

A name that reflects the Nature, Person, and Occupation of a natural person. Examples: Master Clean, Mr. Bean, Larry Speakes (White House spokesman under President Ronald Reagan).

Associative field
A series of words associated in form, meaning, or both; often paradigmatic in nature. Example 1: the commercialization of the Internet has seen many names with .net or .com components Example 2: in the 1970s, the early days of electronics, '-tronic' was a popular name component