Business Names & Slogan Creative Naming Techniques & Wordplay 2 — Questions and Answers
Question 1: What is a 'suggestive' business name?
- A name that copies a competitor's branding
- A name that implies a benefit or quality without directly stating it (Correct answer)
- A name made entirely of numbers
- A name taken from the founder's initials
Correct answer: A name that implies a benefit or quality without directly stating it
Suggestive names hint at a product's benefit or character, like 'Greyhound' (speed) for a bus company, without stating it outright.
Question 2: Which technique involves using a word that imitates a sound associated with the product, such as 'Snap' or 'Crunch' for a food brand?
- Metonymy
- Onomatopoeia (Correct answer)
- Synecdoche
- Allusion
Correct answer: Onomatopoeia
Onomatopoeia uses words that phonetically imitate the sound they describe, creating an intuitive sensory connection to the product.
Question 3: Why do startups often prefer short, one- or two-syllable brand names?
- They are easier to trademark internationally
- They are less expensive to register
- They are more memorable and easier to say quickly (Correct answer)
- They require no logo design
Correct answer: They are more memorable and easier to say quickly
Short names are cognitively easier to process and remember, which improves word-of-mouth spread and brand recall.
Question 4: What does it mean when a brand name is 'evocative'?
- It is legally protected under copyright law
- It uses numbers instead of words
- It stirs emotions or imagery connected to the brand's values (Correct answer)
- It is identical to a competitor's name
Correct answer: It stirs emotions or imagery connected to the brand's values
Evocative names conjure feelings, imagery, or associations that align with the brand's promise, such as 'Amazon' suggesting vastness and scale.
Question 5: Which of the following best describes the use of a personal name (founder's name) as a business name, such as 'Ford' or 'Chanel'?
- Acronym naming
- Eponymous naming (Correct answer)
- Descriptive naming
- Transliteration
Correct answer: Eponymous naming
Eponymous naming uses the founder's or owner's personal name as the business name, lending it personal credibility and heritage.
Question 6: What is 'neologism' in business naming?
- The legal process of registering a trademark
- Creating a brand-new word that did not previously exist (Correct answer)
- Translating an existing name into another language
- Borrowing a name from mythology or history
Correct answer: Creating a brand-new word that did not previously exist
A neologism is an entirely new word invented for the brand, like 'Verizon,' giving the company a distinctive and ownable identity.
Question 7: When a company borrows a name from mythology or history to convey power and heritage, such as 'Nike' (Greek goddess of victory), this is called what technique?
- Allusion (Correct answer)
- Transliteration
- Acronym formation
- Onomatopoeia
Correct answer: Allusion
Allusion references well-known cultural, historical, or mythological figures to attach their symbolic meaning to the brand.
Business Names & Slogan Creative Naming Techniques & Wordplay 2
What is a 'suggestive' business name?