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Haribo, BMW, Ikea & Co.: That's what the most well

2022-01-29T13:16:50.429Z


In the abbreviation Haribo, the founder has immortalized himself and his hometown, Twix used to be called Raider and the new no-name smartwatch from Aldi is actually an Apple Watch. This is hidden behind the most well-known brand names.


Enlarge image

Hans Riegel Bonn:

The brand name contains a regional reference, the name of the founder and an abbreviation

Photo: A3778 Fredrik von Erichsen/ dpa

Anyone who still wants to found a brand today has a mammoth task waiting for them.

The Patent and Trademark Office counted around 84,600 trademark applications in 2020.

For comparison: in 2019 it was just under 78,800.

For founders, this means the search for a brand name is becoming increasingly difficult.

"There is extreme competition in most markets," says

Tobias Langner

, Chair of Marketing with a focus on brand management at the University of Wuppertal.

Registered brand names are still protected even if the brands disappear from the market.

And similar terms can usually no longer be used because of the risk of confusion.

It's harder to find brand names these days

The professor therefore advises companies today to always derive several names if they want to register their trademark.

In the hope that at least one alternative can be protected.

In his opinion, this is much more difficult today than it was a few decades ago.

"Previously, most founders hardly thought about the name," says Langner.

Brands were often simply named after the founder.

Well-known examples are Siemens, Porsche, Würth, Dr.

Oetker and Hipp.

Hipp even advertises with his own name: "That's what I stand for with my name," it says.

Initially, however, consumers do not associate anything with the founder's name itself – as long as the brand has not yet established an image.

More originality is required today, says Langner.

Not only because so many terms are legally protected.

A brand today needs a name that immediately triggers something positive in potential customers and that they can easily find on the Internet.

You can be successful with any brand name - but it's faster with meaningful names.

That is why terms such as Patros, Cremissimo and Landliebe are increasingly being used.

With the feta cheese Patros, the consumer creates a Greek connection, Cremissimo stands for creaminess and love of the country for the good, natural country life.

The tip: simple, speaking, differentiating

"Today, many start-ups use names with a regional connection," adds

Matthias Weber

from Gerhardt & Partner Markenberatung.

In this way, a positive regional image is to be artificially linked to a brand.

Regions and products are sometimes strongly connected.

For example, Paris is often used for fashion products, Bavaria is considered a quality indicator for beer and Berlin for lifestyle.

Both experts agree: A good brand name should, in addition to protectability, meet three quality criteria in particular - simple, meaningful and differentiating.

Simply so that the customer does not forget the name.

Speaking, so that the first brand contact conveys what the brand stands for and differentiating so that the name is not confused.

For example, while the syllable Pharm has the benefit of establishing a connection to the pharmaceutical industry, there are already many brands with this part of the name.

Gallery of brand names

If you are looking for a brand name, you may find inspiration from existing names helpful.

We have put together a gallery of brand names - guaranteed to surprise you.

abbreviations

Many older well-known marks are often abbreviations.

Here are a few well-known examples:

Expand areaHanuta

hazelnut bar

ExpandareaSAP

systems, applications, Products

ExpandareaMilk

milk cocoa

Expand area REWE

Revision Association of the Westkauf Cooperatives

ExpandareaNKD

Low Calculated Discount

areaO.B.expand

Without bandage

AreaKiBuy flaps

customer is king

Open areaTesa

Elsa Tesmer

Expand areaCoca Cola

coca leaves and coca nuts

translations

Some brand names can be translated from other languages.

We have also put together some examples here:

Expand areaBifi

Bifi is pronounced like the English word "beefy", which comes from the word beef, meaning "beef".

Expand area Katjes

The cat on the logo is no coincidence: "Katjes" is Dutch and means "little kitten".

Expand areaMiraco

The name Miracoli is the plural of the Italian word "miracolo".

Translated it means "miracle".

ExpandareaLevel

Nivea comes from the Latin name "nivis" for "snow"

mixed forms

However, the categories often get mixed up.

With the abbreviations Haribo and Ikea, the founders have immortalized themselves - and their home town as well.

The abbreviation BMW stands for a regional connection.

Lego is both an abbreviation and a translation, and the abbreviation Trigema includes the name of the founding family.

Expand areaHaribo

Hans Riegel Bonn

ExpandareaIKEA

Ingvar Kamprad from Elmtaryd near Agunnaryd

Expand areaBMW

Bavarian Motor Works

ExpandareaLego

leg god – translation from Danish

Expand areaTrigema

Jersey goods factory Gebrüder Mayer

Brands that used to have different names

There are also well-known brands that have their origins in another name:

ExpandpaneTwix

raiders

In 30 percent of countries, the Twix candy bar used to be called Raider.

In order to unify the name worldwide, it became Twix in the 90s.

Expand areaAudi

August Horch

The German automobile manufacturer Audi was then called August Horch – until the founder had to leave the company after a dispute.

AreaKarstadt Galeria Kaufhofexpand

Karstadt source

Today there is nothing left of the good old Quelle catalogue.

KarstadtQuelle AG was given the name "Arcandor" in 2007.

Unfortunately, this did not bring a bright future either, but insolvency.

Karstadt and Galeria Kaufhof merged.

ExpandareaSky

premiere

The channel has been called Sky since 2009 and, just like back then, broadcasts the Bundesliga live and the latest films.

Hidden branded products

Incidentally, sometimes well-known brands also lurk behind no-name production.

Discounters are happy to buy leftovers of well-known foods from larger producers and sell them under their own brand.

But there are also numerous hidden branded products in other areas.

The furniture manufacturer Ikea offers WLAN and Bluetooth speakers under the names Symfonisk and Eneby.

Few people know that this is a partnership with audio electronics company Sonos.

Expand areaMaggi Ravioli

K-Classic Ravioli Bolognese from Kaufland

Expand the Alberto Stone Oven Pizza section

Casa Morando stone oven pizza from Aldi Nord

Expand sectionBondual garden peas

King Crown young peas extra fine from Aldi Nord

Expand areaStorck Super Dickmann's

Choceur giant chocolate kisses from Aldi Süd

Expand areaPrince's Role

Sondey sandwich biscuit roll from Lidl

Open the Leibniz Butterkeks Choco section

Choco Bistro chocolate duo from Aldi Süd

Open areaBrandt Der Markenzwieback

Gold ears of rusks from Aldi Nord

Open area Katjes Salty Herrings

Sweetland Salty Fish Spicy Salted Liquorice from Aldi Nord

Open areaPom-Bear

Crusti Croc Teddy's Hit by Lidl

Expand the Lorenz Chipslette area

Sun Snacks stackable chips from Aldi Süd

Open areaGolden ToastButter Toast

Breadies American Sandwich by Netto

Expand areaMilram Grainy Cream Cheese

Campus Grainy Cream Cheese by Penny

Expand areaPatros nature

Yes!

Balkan cheese from Rewe

Expand the Müller rice pudding area

K-Classic cream rice pudding from Kaufland

Expand areaDanone Fruit Dwarfs

Desira Frucht Juniors from Aldi Süd

Another example is very current: From January 27, Aldi Süd will be able to buy the "Renewd Watch Series 3".

A smartwatch that looks exactly like Apple's smartwatch.

And one thing is: A look at the fine print confirms this.

It is actually an Apple Watch Series 3 that Apple introduced five years ago.

Aldi is selling a refurbished model from Renewd.

sio

Source: spiegel

All news articles on 2022-01-29

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