Suggestive naming stands out as a combination of creativity and strategy to convey the essence of the brand in an implicit way. This type of naming is characterized by not being completely literal, but rather suggests the attributes, benefits or values of the brand. It evokes images, emotions or associations in the consumer’s mind.
It is an attractive option because it can capture consumers’ attention, differentiate the brand in the market and establish an emotional connection. A good example of this type of naming is the Netflix brand. The name clearly suggests the nature of the service: “Net” (internet) and “Flix” (a shortened form of “flicks,” meaning movies). Without being completely literal, the name evokes the idea of online entertainment effectively.
Another iconic example of suggestive naming is Airbnb. This name combines “Air” and “bnb,” short for “bed and breakfast.” Without directly explaining that it is a platform for accommodations, the name suggests the experience of finding a cozy place to stay. In this way, it reinforces the idea of hospitality and travel. The simplicity of the name is key to its success, as it leaves room for the user’s imagination while clearly communicating the brand’s purpose.
5 types of brand names: suggestive naming
Suggestive naming is also seen in brands such as Spotify. Although it is not explicitly mentioned that it is a music service, the name evokes the act of “spotting” (locating) something and the experience of enjoying it immediately (“ify”). It is a name that suggests discovering music in an intuitive and pleasurable way, which has been key to its positioning as a leader in music streaming.
Another example is Gatorade, an energy drink whose name suggests power and energy. Although the name does not directly describe the product’s functionality, it evokes images of vigor and sports performance.
Another interesting case of suggestive naming is Pinterest. The merger of “pin” and “interest” suggests the idea of pinning interests. This creatively reflects the function of the platform. Without directly describing that it is an image-based social network, the name suggests the main action users take: organizing and discovering content that interests them.
For all these reasons, suggestive naming allows brands to communicate their value proposition in a way that makes an emotional impact with the audience. Through examples such as Netflix, Airbnb, Spotify, Gatorade and Pinterest, we can see how this approach creates effective names.
Photo credit: SM
