Name clout
The impact of a name in the branding landscape
The “sponge effect” in brand naming describes how a brand name can acquire new and different meanings over time compared to its original ones. This phenomenon refers to a name’s ability to be “permeable” to the stories and communication surrounding it. Brand names act like sponges, absorbing meanings related to the brand’s history and experiences. This absorption of positive or negative content can continue even after the brand’s lifecycle. From a technical perspective, this is referred to as desemantization and resemantization.
The Bulgari Case
When you hear the name Bulgaria, you might think of the country’s natural beauty and its rich cultural history. On the other hand, hearing the name Bulgari immediately evokes thoughts of a luxury brand, expensive jewellery, wealth, and elegance.
The difference between “Bulgaria” and “Bulgari” lies in a single letter, but is it really the presence or absence of the final ‘a’ that creates such a substantial difference in perception?
The answer is no. It is not the name itself that evokes such different scenarios, but the narrative that has been built around the word over time. The original meaning of a name can be overshadowed by the story created around it. Thus, the name Bulgari, despite being phonetically like the plural form of “Bulgarian” (inhabitant of Bulgaria), is no longer associated with a developing country but rather with an image of class and splendor. This is the sponge effect: the ability of a word, and thus a brand name like Bulgari, to lose its original meaning and absorb new ones through the brand’s narrative and communication.
Ferdinand De Saussure And The Concept Of The Signifier
Ferdinand de Saussure, one of the fathers of modern linguistics, developed the concept that languages function through signs, composed of two parts: the meaning and the signifier.
Take the word “WAVE” as an example. The meaning of “wave” can refer to a wavy movement of water or even the gesture of waving with a hand. The signifier is the word itself that we can read and pronounce. In the branding world, the name “Wave” could be used for a technology brand, like headphones or smartphones, evoking the idea of innovation and modernity. In a different context, such as a skincare product line, the same name could suggest freshness and lightness. Thus, the meaning of a word can change depending on the context in which it is used. When choosing a brand name, one focuses on the signifier, that is, the name itself. This initially neutral name will absorb meanings and associations as the brand develops and communicates its story.
The Findus Case
Have you ever thought about what the name “Findus” represents? Today, it is immediately associated with the well-known frozen food brand, but its origin is different. “Findus” is an abbreviation composed of the Swedish words “frukt” and “industrin” (meaning “fruit” and “industry” respectively) and initially was the name of a company that produced only fruit and vegetable preserves.
Over time, however, this name has acquired new meanings that are no longer related to preserves. It is now linked to frozen dishes like fish and ready meals, thanks to the communication and marketing the brand has done over the years. So, while the name “Findus” has remained unchanged and continues to be easily pronounceable and recognizable, its meaning has evolved. It is no longer thought of as a producer of preserves but rather as a brand of frozen foods, especially fish and quick-to-prepare meals.
How a name becomes a Symbol
Choosing the right name for a brand is a complex task. It starts with careful analysis and selection until a name is found that meets three fundamental criteria of the Naming Circle:
Legal: The name must be available and registrable as a trademark
Linguistic: It must be easy to pronounce and remember in various markets
Marketing: It must reflect the positioning of the product or service
Initially, the name exists only on paper, with no concrete meaning. But once it is launched on the market, accompanied by a logo and packaging, it starts to come to life. The name begins to be perceived in its context—on store shelves, in advertisements, on social media.
It is at this moment that the sponge effect kicks in: the name starts to absorb meanings related to the brand’s history and communication. Over time, it loses its initial meaning and acquires new connotations that reflect the brand’s experience and image.
The permeability of brand names: successes and failures
The sponge effect manifests when a brand name absorbs meanings and stories related to its communication. If a brand is effectively promoted and achieves satisfactory results, its name will accumulate positive connotations. Conversely, if it encounters problems, such as poor-quality products, scandals, or bad communication, the name will accumulate negative meanings and reflect an image of failure. Here’s how brand names can be classified:
Correct Name: A new name, not yet launched on the market, that meets all three criteria of the Naming Circle: legal, linguistic, and marketing.
Incorrect Name: Even if it is new, it does not meet the feasibility criteria, making it unsuitable.
Perfect Name: After being on the market for a while, this name has gained a positive reputation thanks to the sponge effect and effective communication. It tells a success story.
Imperfect Name: Even though the name is in use, it has accumulated negative meanings due to problems with the brand, becoming a symbol of failure.
The evolution of brand names: iconic examples and insights
Amazon: From Correct Name to Perfect Name Amazon is an example of how an initially correct name can evolve into a symbol of success. Initially, the name “Amazon” met all the Naming Circle criteria: it was legally available, easy to pronounce, and well-positioned for marketing. Referencing the river with two records for length and flow, the name reflects the breadth of the e-commerce offer. Over time, Amazon has expanded its success and reputation, transforming the name from a simple legally correct term into a global brand of excellence. Thanks to an effective marketing strategy and continuous expansion, “Amazon” now evokes innovation, reliability, and high-level service.
Acqua Panna: From Incorrect Name to Success Story Acqua Panna is an example of how an initially problematic name can evolve into a successful brand. The term “panna” suggests heaviness and dairy products, which seemed inadequate for a mineral water. However, the brand transformed this apparent weakness into a strength. The branding strategy emphasized purity and tradition, highlighting the natural origin of the water. A key factor was the use of the water in preparing powdered milk for infants, where purity is essential. With effective communication and strategic management, Acqua Panna turned an initially problematic name into a successful brand, becoming synonymous with elegance and quality in the mineral water market.
Pepsi: From Correct Name to Imperfect Name Pepsi is an example of how a name can start correctly but then become imperfect. Originally, Pepsi met the feasibility criteria of the Naming Circle and succeeded in positioning itself as a fresh and innovative brand. However, the brand’s perception changed due to poorly executed advertising campaigns and controversies over the years. These issues negatively impacted the brand’s image, transforming it from a symbol of freshness and innovation into a representative of challenges and difficulties.
Spotify: From Incorrect Name to Evolving Name The name “Spotify” might initially seem unintuitive and not immediately associated with music streaming services. Without a clear reference to music and an evident meaning, it might have appeared arbitrary. Spotify built its identity through a clever and innovative branding strategy. With an intuitive user interface and advanced algorithms for personalized recommendations, it created a unique musical experience. Curated playlists, like Discover Weekly, enriched the offering, while advertising campaigns emphasized the vast catalogue and musical discovery. Collaboration with artists and integration with social media amplified the brand’s visibility. Today, Spotify has become synonymous with music streaming and discovery, transforming an initially enigmatic name into a global symbol of innovation and quality.
A name may appear insignificant, yet it is through experiences and context that its true value is built. Over time, that combination of letters not only evolves but acquires a life of its own, transcending people and eras, becoming a powerful and enduring symbol imbued with influential meanings.
