Definition of suggestive brand name

Our definition of 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 of suggestive brand name 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 (no longer online)

“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

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.