brand glossary: suggestive names

This terms refers to names that evoke (or suggest) an association to larger benefit a brand, product or service provides, rather than describing its function. It draws on metaphors or analogies that create positive associations in consumers’ minds, attempting to tell a much broader story. Suggestive names typically utilize real words, or parts of real words, because these can conjure an idea more immediately and effectively than any other type, but a carefully coined term can occasionally do the same. Some linguists claim sound symbolism can be an effective method behind suggestive names. Some examples includes Swiffer (suggesting swift sweeping), Jaguar (suggesting speed and grace), and Twitter.

Also known as: Evocative Names

Resources: 10 Most Common Naming Mistakes

See also: Descriptive Names, Abstract Names, Coined Names, Composite Names, Real Word Names, Alphanumeric Names