Suggestive brand name: a brand name that evokes a quality of the underlying brand
Often contrasted with
Abstract brand name: a brand name with no apparent connection to the underlying brand
Descriptive brand name: a brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization)
Other definitions from around the web
“Trademark composed of words or word-parts that suggest but do not literally describe the good or service with which they are associated.” – BusinessDictionary
“Allude to the features and benefits of the goods and services being offered, only less directly [than descriptive names].” – Creating the Perfect Name, Catchword
“[A name] which goes beyond telling you what the brand is and does – and instead shows you. Evocatively, experientially, memorably. … Names that suggest meaning rather than asserting it.” – The Naming Group
“Indicate what a product or service delivers. They can function as a metaphor, analogy, or an association.” – Sticky Branding
“A mark that evokes or suggests a characteristic of the underlying good.” – Harvard cyber-law blog
“Names that evoke (or suggest) an association to larger benefit a brand, product or service provides, rather than describing its function.” – brandchannel
Also known as
- Evocative brand name
This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.
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