Contents
Introduction
What’s in a name?
Well, for a brand-everything!
A name is not just a label- it’s a strategic tool. It is the first introduction of a brand to its customers. It is a brand’s way of creating a perception, a brand story, and an identity. A well-chosen name sets the stage for the brand experience. It is what customers remember and associate with their overall brand experience.
A name is not just about recognition; it’s the narrative behind a brand’s origin and a powerful spotlight that illuminates its core values. For instance, the name of Apple has become synonymous with quality, innovation, and trust. Similarly, the name Tesla, named after the inventor Nikola Tesla, suggests cutting-edge technology and a bold, visionary approach.
While a well-chosen name may enhance a brand’s value, a poorly chosen one, like Hitler Chicken, can lead to confusion and even controversy. It’s not just the brand name itself—names associated with a brand can significantly impact its value, as seen in the Yeezy-Adidas fallout from being too closely linked to the unpredictable Kanye West.
This Review delves into the strategic importance of a brand name through the lens of ‘Operation Sindoor’, the recent military operation undertaken by the Indian Army.
Operation Sindoor
The Indian Army’s missile strikes on Pakistan in response to the Pahalgam attack on 22 April 2025 are a powerful example of how a name can shape perceptions, drive narratives, and evoke emotions.
The Indian Military intervention gained worldwide attention not just for the mission itself but also for the culturally resonant codename- Operation Sindoor. Rooted in the Sanskrit word Sindura, Sindoor—the sacred red powder worn by married Hindu women as a symbol of their marital status and their husbands’ long life—immediately evoked a deep, cultural connection to Indian traditions and was interpreted as a name for vengeance for the women widowed in the Pahalgam attack.
Incorporating the operation’s vision of avenging the death of 26 innocent men in the very name of the mission was a masterstroke in branding and a testament to the power of a name.
But why is a name a powerful strategic tool?
What’s in a name?
Operation Sindoor is a testament to what a well-chosen name can do for a brand. Here is why choosing the right name matters:
1. Purpose:
A name can help communicate the purpose, core values, and image that the brand is trying to project. Just like Operation Sindoor, which clearly illustrated the operation’s focus on Indian culture, women, and protection, a well-chosen name can be a brand’s way to communicate its vision with its audience.
2. Emotions:
The right name can help elicit emotions. Operation Sindoor, for instance, used a term that resonated with millions of Indians as it reminded them of their culture and the loss suffered by the widows of the Pahalgam attack. A name that tugs at the audience’s emotions makes for a more impactful and relatable brand.
3. Memorability:
A name that resonates with the audience has a strong recall value. Like Operation Sindoor, a name that is easy to remember, has a significant meaning, and aligns with the brand’s core values, can leave a lasting impression on the brand’s audience.
4. Brand Positioning:
Ifthe buzz created by the name Operation Sindoor is any indication, a well-chosen name can help reflect the personality and positioning of the brand. Just like Operation Sindoor helped position the Indian military action as a retribution for unprovoked bloodshed, a name reflecting a brand’s core values can help it attain the right market positioning and attract the attention of the target audience.
Lessons from Operation Sindoor
The resounding success of Operation Sindoor is a glowing testament to the power of choosing a name that resonates with the audience’s emotions and aligns with the brand’s vision. It reflects how the correct name can foster a sense of relatability with the brand and project a powerful brand message.
What Worked and What Didn’t
Here are some examples of brand names that worked and that didn’t:
1. Apple:
Who hasn’t heard of the tech giant Apple? The name that personifies technology is a masterstroke in branding. It stood out from its contemporaries in the 1970s for its simplicity and approachability. Chosen because Jobs was on one of his fruitarian diets and having visited an apple farm, thought the name sounded “fun, spirited and not intimidating”, the name turned out to be a hit. The choice proved to be a masterstroke for several reasons: its simplicity and approachability, its connection with Jobs’s fondness for apples, and the strategic advantage in alphabetical listings in phone books and directories.
The Lesson: When choosing a name, make sure it is simple and easy to remember. An uncomplicated brand name has more recall value and is more likely to linger in customers’ minds.
2. Nike:
Another name that is a shining example of branding genius is Nike. The Nike name won the branding race because, unlike other generic names, it’s unique and timeless. Named after Nike, the Greek goddess of victory, the name conveys strength and success, qualities that are embodied by the brand and its mission to inspire athletes to push their limits.
The Lesson: When choosing a name, brands must aim for one that is not only distinctive but also reflects the brand’s core values. The name should have the ability to resonate emotionally with its customers.
3. Pee Cola:
The debacle that was Pepsi’s ‘Pee Cola’ can be a cautionary tale for brands seeking a suitable name. Pepsi marketed a soda named ‘Pee Cola’ in Ghana, and though ‘Pee Cola’ in Ghana means ‘very good cola’, Pepsi failed to recognize the connotations the name may have in English-speaking markets.
The Lesson: When choosing a name for your brand, especially if you are targeting a global audience, research the alternate meanings the name may have in other languages to avoid unfortunate mistakes.
4. Qwikster:
Not many have heard of Qwikster, Netflix’s brief stint at preserving its DVD rental business in 2011. Chosen to represent the quick delivery of DVDs by the brand, the name failed to achieve its objective. The name, though great in itself, failed to align with the brand’s vision and received public backlash as it did not sound like a DVD-by-mail service.
The Lesson: When choosing a name for your brand, ensure that it aligns with your brand’s business. The audience should be able to associate the brand name with the goods or services being provided.
Takeaway
A name is a brand’s identity- an embodiment of what it stands for, its mission, and core values. It plays a powerful role in shaping a brand’s legacy. While the right name can elevate a brand, the wrong one can undermine its impact. However, the challenge does not end at picking the right name but in consistently living up to what that name represents. Because at the end of the day, a name is more than just a label—it’s the story, the promise, and the legacy a brand carries forward.
Which brand names missed their mark? Share your opinion in the comments section below.
To read more Reviews about branding and marketing, visit Ikana Business Review.
