Naming with Personal Names: Boring or Interesting?

A company’s name is its calling card. Naming strategies do vary, but a significant percentage of company names always include first or last names.

Companies established in late 19th or early 20th century often use the surnames or the full names of their founder(s) to honour their heritage. This practice is very popular across a variety of industries (especially among luxury fashion labels and professional services) where the founder’s talents and expertise are of high value.

15 Brands Named with Personal Names

Linguistic Check Suggests Different Interpretation of PPR's New Name Kering

PPR, one of world's largest luxury groups, announced in March that it will change its name to Kering. 

“Changing our identity is the logical and necessary outcome of the Group’s transformation. More than just the change in scope or activity that this new name reflects, it expresses the Group’s new identity and our corporate culture”, said Chairman and CEO, François-Henri Pinault.

The group's press release explains that 

Brand Naming in China: Adopting Linguistic Checks to Avoid Negative Connotations

From New York Times

*Western companies choosing a brand name in China now rely on consultants and linguistic analyses to ensure that consumers are attracted rather than amused or even repelled.

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