Naming concept and name development

Heritage mirrored in semantics, typology and phonetics

As experts for holistic verbal branding we support the international marketing team:

• brand-strategic workshops for the development of a pan-European naming system
• linguistic competitor analysis
• establishment of a congruence between European markets under consideration of socio-cultural discrepancies
• portfolio structuring and design of a verbal architecture for specific language guidelines
• development of effective brand names

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The result: a naming system that applies linguistic, semantic, typologic, phonetic and visual anchors for versatile product names.

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International name development for vehicle grades and special versions

Within the established brand architecture, we illustrated specific pricing segments with verbal elements, i.a.:

• English name development for entry segments such as NEWGROUND
• ‍Japanese brand names for higher priced grades such as MAKOTO‍
• special versions with Japanese meaning such as KAZARI, KIZUNA and NAGISA

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This strategic decision gives tribute to the country of origin as well as the European positioning of an international premium manufacturer.

Name developments such as "Kazari" make room for own images and impulses within the target group. They offer great storytellin potential – for the respective model as well as the Mazda brand itself.

The Japanese names in particular emphasize the heritage aspect of the brand. Each and every one tells a cultural story and allows for the implementation of a coherent brand language.

Within the context of the entire harmonization and naming project, we involved our research department alongside strategy and creativity experts. From market research and culturally-linguistic checks to coordination of partner attorneys.