When a company names products
and their brand strategy is to direct the bulk of brand equity to the
company name. Examples of companies that follow this name strategy are
BMW, Martha Stewart and Subway.
When descriptive names don't work:
When they are company
names. Company names that are descriptive are asked to perform only one
task: explaining to the world the business that you are in. This is an
unnecessary and counterproductive choice.
The downside here is many-fold. This naming strategy creates a situation
that needlessly taxes a marketing and advertising budget because descriptive
company names are drawn from a small pool of relevant keywords, causing
them to blend together and fade into the background, indistinguishable
from the bulk of their competitors - the antithesis of marketing.
The notion of describing a business in the name assumes that company
names will exist at some point without contextual support, which is
impossible. Company names will appear on websites, store fronts, in
news articles or press releases, on business cards, in advertisements,
or, at their most naked, in conversations.
There are simply no imaginable circumstances in which company names can
exist without contextual, explanatory support, which means they are free
to perform more productive tasks.