Name development for a designer label


A new name for the world of fashion: the Fadenmeister brand offers classic, timeless fashion in the premium range.

In developing the name, the most important aspect was to express and highlight the fashion direction through an appropriate brand name. As the company commissioned by the mail order fashion house Peter Hahn, NAMBOS created a name that is sophisticated, classic and German. What is more, it is timeless and cannot be tied to any specific era. “It sounds like a company that has already been around for a hundred years,” says head of Creativity, Markus Lindlar. The name was extremely well received in the target group survey undertaken by the naming agency, and was felt to stress the quality and elegance of the textiles on offer.

NAMBOS gives a presentation on the topic “Foreign Branding”

„Foreign Brands“ are brands which make use of particular characteristics of countries or cultures in order to benefit from stereotypes linked to these countries or cultures. For example, the brand names chosen for products are associated with particular countries or cultures, but the products for which the names are used actually come from another country and not the one suggested by the name.

Some examples of the way this kind of brand management and name creation are used are the brands “Häagan-Dazs”, “Jack Wolfskin”, “Desperados” and “Montblanc”“. “Häagan-Dazs” creates an association with Scandinavian origins, but is, in fact, a US American brand. “Jack Wolfskin” does not come from Canada, but is a German brand. It is only the brand name and presentation of the Tequila and beer mix, “Desperados” that has Spanish/Mexican roots, because the drink itself comes from France. And, likewise, in the case of the German manufacturer of expensive writing implements, “Montblanc”, the actual and the suggested countries of origin (France v. Germany) of the products do not match.

“This kind of brand management and naming is not only used by us, but is currently very popular in emerging markets. So, for example, a growing range of “western” sounding products is available in China, although these are actually produced in China,” says trademark expert Peter Ströll. “However, in creating foreign brands particular care and attention must be paid to credibility and authenticity in developing the name. That is why (in addition to the usual strategic and legal requirements) linguistic criteria particularly need to be taken into account in this form of name development. If you make a linguistic faux pas (e.g. if there is a negative connotation to the name in the suggested country of origin), the suggested brand origins can come crashing down like a house of cards and any willingness to buy can be completely lost,” says Ströll.

These risks are also pointed out by Dr. Kristina Klein from the Department of Marketing and Brand Management at the University of Cologne. She won the German Marketing Association Prize with the topic of her dissertation “Essays on the effects of brand names and prices on consumer behavior”.

As part of its series of events, MC-Wissenschaft, the Marketing Club Frankfurt invited Dr. Klein and NAMBOS’ Managing Director, Peter A Ströll, to give specialist presentations on the topic “Foreign Branding”. On 29th October 2013, Dr Klein gave a presentation on her academic results whilst NAMBOS’ Managing Director Peter A. Ströll talked on the practical requirements and his experience in name creation in the “Foreign Brands” sector.

Sigmar Gabriel gives the starting signal for COPARION

The new state fund – funded by the ERP Special Fund and the KfW banking group – has access to 225 million euros, and NAMBOS was responsible for the naming process and the development of the international trade name COPARION. It is aimed at companies in the start-up and early growth phases. Private co-investment has increased the volume of funding to 450 million euros. “A central element of the fund is the co-investment, which is why the new name is derived from the concept cooperation.

Furthermore, COPARION wants to built a strong financial brand which will be a proven symbol of values as safety and trust. It also conveys the pari-passu aspect. Apart from that, COPARION is simply a strong brand for a strong fund,” says NAMBOS’ head of Creativity, Markus Lindlar.

NAMBOS brands in the James Bond film “SPECTRE”


Well-known chair manufacturer and NAMBOS customer Interstuhl was represented in the new 007 film “SPECTRE” by its KINETICis5 and MOVYis3 lines – with the KINETICis5 even appearing in one of the main scenes.

This is the third time that the high-quality Interstuhl products have featured in an internationally successful series. This is really eye-catching and international product placement…and NAMBOS was responsible for the striking name strategy and brand name!

NAMBOS beim Deutschlandfunk

NAMBOS at Deutschlandfunk

NAMBOS managing director Markus Lindlar speaks in the Deutschlandfunk feature “”Nomen est omen? – How names are created and work” about famous brands, strategies and mistakes in the choice of brand names.

The one-hour feature deals with the effect and meaning of names in many ways. A central topic is the so-called “object names”, which are used differently than personal names for products or entire companies. The fact that a lot can go wrong when developing names is illustrated by numerous examples in an interview with the name expert.

Further information:

Brand decision makers meeting in Munich

Lectures on the topics of “naming” and “naming systems” were the basis for the brand name event organised by NAMBOS.

The hall in the Literaturhaus was well filled with over 50 participants from companies and agencies. After the lectures of the NAMBOS naming experts and many answered questions, there was still a long time of talking about more than just naming issues over a tasty buffet of cultivated drinks. The special features of name development for apps, which is becoming increasingly important, were discussed many times.

The successful MEM lecture series will continue in the second half of 2015.