Key Ideas
• Brand names are best classified along two dimensions: naming approach and naming construct.
• Approach ranges from descriptive to suggestive to abstract; construct includes real-word, compound, and coined names.
• The meaning, structure, and sound of a name contribute to its tonality, the feeling it evokes.
Around 2006, I was taking a lot of flights between Northern and Southern California. Almost without fail, I’d fly one of two airlines: Southwest Airlines or JetBlue, both U.S.-based low-cost carriers.
Given the price point,1 it was tough for these brands to differentiate from one another, especially in such a highly regulated, low-margin industry. And yet, the two flying experiences always felt ...
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