There are probably gazillions of brand names around the world. Some are unique, others are similar to each other, and third ones are simply the same as other ones. But often there are certain patters when it comes to the naming strategy. Acronyms are very popular when looking for an original brand name. This can be done by using initials or parts of words from a phrase. A few articles back we talked about IKEA – an obvious initials-based acronym.
The examples here may be interesting for those of you that are caffeine-lovers: the two brands studied are Toblerone and Tchibo. I chose these two in particular as their names are invented based on the same equation using the acronym element as a catalyst:
personal name + main ingredient = original brand name
This is probably the most distinctive chocolate bar based on its shape. Everyone is familiar with the triangular prism shaped chocolate delight. But let’s get back to the name origin. Toblerone’s first appearance was in 1908, in Bern, Switzerland. The inventor of the delicious bar was Theodor Tobler. And although you may not be surprised to see resemblance between the guy’s name and the brand, more interesting is the second part. Confection experts may know this, but a certain type of nougat exists – the original name comes from Spain and is called turrón. However, Tobler used nougat from Italy and there it was called torrone. What would happen if one combines Tobler and torrone? You guessed right ;)
Although this may not be a brand that is incredibly popular all over the world, Tchibo is one of the most famous coffee brands in Europe. And obviously has a very unique brand name attached to it. The company originated in Hamburg, Germany in 1949 and used the same naming system mentioned above. Despite the fact that there were two founders – Carl Tchilling-Hiryan and Max Herz, only the name Tchilling was chosen to take part in the brand name formation. Coffee, on the other hand, is made from coffee beans. And the German word for beans is bohnen. Take Tchilling and bohnen together, and what do you get? Tchibo. I guess Herzbo (or Carlbo or Maxbo for that matter) just didn’t feel right.
*Just to make an interesting (and useful) point here – people often name their brands based on what the main focus on their business is going to be. But when the company evolves and starts focusing on other products as well, the name suddenly doesn’t seem right anymore. Therefore, an original word, which can incorporate the main business, but not scream it directly to the public is the better approach. After all, nowadays you can find many other items being sold in Tchibo shops except for coffee. And it wouldn’t be right to be selling toasters or outerwear under the brand name of Tchilling’s coffee :)