Category: Branding

ASTRA ZENECA – a brighter name for a brighter solution

Covid-19 Vaccine

Forthcoming vaccine out of Europe as a cure for Covid-19. A giant step forward in the right direction.

Do you ever pause and wonder how linguistic, international naming consultants come up with such awe-inspiring and memorable names?

Product Naming

Naming a great product brand and company names are not achieved by merely throwing random names into the magician’s hat and saying, “white rabbits” and hoping thé name hops across the polished boardroom table. Naming is a carefully crafted process with many years of in-depth knowledge, long hours of study and research into the etymology of word origin related to thoughts and ideas. These are usually requested by directives within the prospective Naming worksheet (hopefully supporting company documentation on product details/corporate images is forthcoming). However, with Start-ups, they may/may not have the marketing knowledge. 

Company Naming

This Covid-19 vaccine developed by Pharmaceutical company’s impressive name came about from a massive merger, of not only 2 great companies, but by design, they co-joined two historic names in the bio-medicinal industry. “AstraZeneca” is a made-up name, formulated by a Naming/Banding agency directed to discover a unique name, trademark free, which began with the first and last letter of our English alphabet letter. Furthermore, phonology must ensure memorability in the customer’s minds, while morphology consisted of no greater than three syllables and without an insulting innuendo in any language.

https://www.scmp.com/news/world/europe/article/3108924/astrazeneca-ceo-says-coronavirus-vaccine-could-be-ready-december

Yet, how did they originally come up with Two names👉 Astra+ Zeneca👈?

Hmm?😷👀👂🌟💢 👆💡

Zeneca was successfully formed in June 1993 by the demerger of the pharmaceuticals and agrochemicals businesses of Imperial Chemical Industries (ICI) into a separate company. Oct 17, 2019

Origin of zen

Zen means https://www.yourdictionary.com/zen

It is from Japanese 禅 (zen ぜん).

In Buddhism: A philosophy of calm, reminiscent of that of the Buddhist denomination. Zen focuses on awareness through the practice of meditation to become extremely relaxed and collected.

An approach to an activity, skill, or subject that emphasizes simplicity and intuition rather than conventional thinking or fixation on goals.”

Origin of astral

Astra has deep, poignant roots in the Greek Astron, meaning ‘a star’ = /ˈastr(ə)l/; pertaining to resembling the stars and the importance of astral navigation Also one of the five Greeks gods of the “Wandering Stars” Astra-Planeta = and Astraeus (god of the dusk); their spiritual beings; an existence linking to differing psychic and paranormal phenomena- of which the actual human body is considered a counterpart.

Conclusion

The Oxford counterpart for the Covid-19 seems to be racing against the clock to out-smart Astra Zeneca, as delivering the first vaccine against this awful pandemic virus. We don’t know for 100% surety which will have a more effective cure. Yet, what I do know, is that the name Astra Zeneca does stand out in the crowd and is not in lost in all the other generic names containing “Oxford”. Their name is co-joined. It is unique. It has longevity.

AstraZeneca logo 3D
Designed by Interbrand in 1999

Naming Alphabet Soup 101

(c)Rosie Reay and BrighterNaming

Srixon golf balls

has a soft feel for both male and female professional and amateur players.

This image has an empty alt attribute; its file name is SrixonLadyPink4.jpg

The selection of which golf ball to tee-off with is a personal choice of the player. Srixon has them in both ‘notice-me’ yellow, snow-white or lady-pink, with an appropriate same-slogan on both – soft feel.

This image has an empty alt attribute; its file name is Lady-Srixon3.jpg

The Brand name.

The golf product name is as important to the manufactures survival in this crowded global field, as to the players choice. It needs to be unique, modern, (even if it has evolved from the long parent company’s descriptive name) and of course, trademark clear! The spelling can be coined and unusual, by that it becomes memorable and identifiable! Yet, have a feel and tone in the name that flows implying the texture and potential of these golf balls in every swing-male or female.

So, where does the name Srixon come from?

Believe it or not, the Japanese parent company (Sumitomo Rubber Ltd, now SRI Sports Ltd), first manufactured rubber products since 1909 especially, motor racing tyres. So too did Michelin and Dunlop.

Sumitomo is a surname and their Marketing team soon realized that name would not fly, even though some surnames still have a place of longevity in the naming world.

How do you pronounce Srixon correctly?

Aside: I asked once again for clarification from my resident linguistic colleague in Japan.

ts スリクソン、surikuson (the ku is relatively quiet). So the main feeling is “slick” + “on”

Also, in Japanese, R and L are not easily distinguished from each other as there is only one sound they have which is similar to both of them. They often will mix these letters when translating to Roman characters, such as writing rice as “lice” etc.. so Srixon should have been Slixon if they had carefully considered the name for English speaking customers.

Global English speaking variations on the name Srixon.

These are for information (but please refer to the correct Japanese pronunciation above) to company directors and product managers how important it is to say your name out loud on the international markets before committing to the name on the table. You may not have a century to prove your brand worth!

Below are a few of the more common one’s heard around the golf fraternity

  • Sir-icks-on;
  • Sh-ryan;
  • See-ree-on;
  • Six iron -(Where did that come from as syllables are transposed?)

Conclusion.

I wasn’t seeking out Japanese words/products/names per se. I was merely fascinated by the spelling compared to how different continents would pronounce that morpheme “srix”. Fortunately, the mispronunciation has caused no harm in this case and the Brand is strong with world recognition and lasted over a century.

Furthermore, setting aside the Japanese prefix element the suffix “Xon” is a person’s first name that means “God is good” and is of Hebrew origin. It sounds like <Shon> but is common among modern-day naming of Asiatic children.

Srixon (always designing new products) holds the largest number of golf ball patents in the world! The product name works- it flies off the golf shelves as fast as it flies off the tees! It has that soft feel and tone to it. If you missed this golfparty.es because of ‘lockdown’ there will be many more supporting this strong brand name – S-R-I-X-O-N.

(c) Naming Alphabet Soup 101: Rosie Reay and www.brighternaming.com

TOkyo SHIBAura Denki name changed to K I O X I A

The coined abbreviated historic founders’ name of T O S H I B A Memory announced in April 2022 their brand name change to Kioxia.

Etymology

  • The new name is a commingling of the parent manufacturing company’s home language of Japanese and Classical Greek, to form a smooth tone, a sleek unique global name that will ‘be heard above the herd’ of their competitors.
  • K i o k u is Japanese meaning memory
  • A x i a is Greek denoting value
  • End result equals K I O X I A
  • So how do we say it in Global English: Key-oh-koo-she-uh
  • Spelled out in Japanese it’s キオクシア (My thanks goes to the pronunciation guidance from a resident Japanese speaking Naming Consultant colleague.)
  • On their website, they have ニュース beneath the name. By merely looking at the graphic image of that word as a non-Japanese speaker I read it (with a tongue in cheek quip) as ‘equals 1 name from 2 words’.

Why the name change?

Damage limitation to a global name that incurred a massive financial disaster investment in the American nuclear reactor industry and as a result, suffered a tarnished brand image.

Now Toshiba has a complex infrastructure and a nightmare of a headache to bring all their global companies of varying names from creation or from mergers and amalgamations to all fall inline under the new and I’m sure what is going to be an eye-opener of a strong, unified umbrella shouting out Kioxia.

One of the European companies to undergo a radical name change is OCZ Storage Solutions Ltd in the UK. The OCZ part of the name flies out of American parentage originally. Yet the ‘Storage Solutions’ is very generic and to someone not in the know, it could imply any kind of general storage and not necessarily Memory. Thus, metamorphosis has seen Kioxia Technology UK Ltd emerge.

On the continent, the formerly Toshiba Memory Europe GMBH embraced their new name as Kioxia Europe GMBH

Kioxia

Product Branding Architecture.

The innovative new-look corporate logo of a silver Kioxia is refreshing – encircling cleverly the different and individual product colours of magenta, light green, orange, yellow, white the light blue, and black writing enhances the final touches of the brand image “Communication colours.”

The reasoning behind the colour branding is to make them highly recognizable and customer friendly so they can select and recall quickly the right product for their specific memory application solutions.

Kioxia Aim

The heritage foundations of the mature Toshiba still exists but this progressive memory technology is the new growth and the core creating uplifting choice experiences to be the world leader of ever-evolving Memory.

Under Covid-19 Conditions

More and more people are being forced under Covid-19 virus lockdown restrictions to stay safe at home and need to continue work online remotely from their normal workplace. They need a product that is reliable for their comprehensive Memory Portfolio.

Kioxia is so dedicated to expanding their new brand and customer needs they have continued manufacturing at two plants in Japan: Yokkaichi Plant and Kitakama Plant even while the Japanese government extended the State of Emergency across the whole country.

October 2019 they formally altered the company name but all the marketing and opening out globally was planned for April 2020, and they tried not to succumb to the Covid-19 pandemic as a deterrent to their evolving new Memory businesses. Yet their care and safety to those employees on the production lines have been increased, monitored, tested, and is paramount to the Corporation of Kioxia.

(C) 2020 Brighter Naming and Rosie Reay: Naming Alphabet Soup 101

TranQuini relaxes you just by name

Tranquini Drink products namingBorn in the beautiful high Alps and rivers of Austria, TranQuini® epitomizes the image of relief you look for in a refreshing,  revitalizing and calming drink. Even their tagline Positively Relaxed is prominent on all their packaging to help drive this message home.

Tranquil or tranquillity image – a perfect name with an international flavor that travels well across the globe and nestles in well throughout Europe, mingling among roots from all the romance languages – tranquilo(a), tranquilidad, (Sp. & It.) or tranquille(Fr.) where the mountains kiss the Mediterranean shorelines.

This product name is so easy to pronounce and remember, even though it is a coined word.  The drink has such a smooth name, that easily rolls off the tongue.  Indeed, a  memorably named new drink. I wonder if it tastes as good as it sounds!

TranquiniTwoPackFull of herbal extracts, tasty teas and natural fruit juices oozing with Vitamin B12 it delights, excites and re-enhances your positive energy levels while encouraging relaxation. Thus, it is a very clever marketing ploy that they package two cans in a gift box with a pair of flip-flop sandals, that silently shouts “beach time – let’s go unwind.” The alliteration expands more with the thought it creates of Tranquini – bikini time.

This is where a blend of product naming doesn’t fall far from the apple tree – the company name!

 by Rosie Reay

© Copyright 2017 and all rights reserved worldwide – Brighter Naming®

Posted in Branding, Consumer Goods, Food Names, Trademarks

© 2021 Ebro voice

Theme by Anders NorenUp ↑