More than a name tag: How Brands convey meaning
The evolution of Brand names
Brands have evolved from simple family names to conceptual names that serve multiple functions. Where they once primarily reflected the founder’s identity, we now see a shift toward acronyms, meaningful, and conceptual names. This evolution reflects how brands have transitioned from mere identifiers to strategic assets. Today, a brand must be both recognizable and meaningful – and that for a variety of audiences, from customers to investors.
In the early days of brand naming, the focus was often on the founder or the product. Think of tire manufacturer Michelin, named after founders André and Édouard Michelin. Later, more functional names emerged, such as acronyms like LU (Lefevre Utile), which offered broader recognisability.
Another example is the listed company WDP (Warehouses De Pauw), which remains anchored in its family roots while serving a descriptive function. This contrasts with the more brand-oriented approach that Remarkable developed for the spinoff Montea a few years ago. While WDP is firmly rooted in family and logistics, Montea focuses on a conceptual name that evokes associations with growth and transcendence.
Nevertheless, some brand names that refer to family names still exist today and have built their own identity over time. Think of beer producer Omer or the iconic Disney. Over the decades, these brands have gradually lost their direct link to the family name and are now more commonly associated with the brand story or the product itself.
In an increasingly saturated market, finding a name that meets all requirements is a challenge. New names must be marketingtechnical, legally protected, and linguistically universal. The story of Belfius illustrates how Generale Bank, through Dexia, evolved from a descriptive name to an international brand and eventually to a conceptual name that explicitly emphasizes Belgium with ‘Bel’.
At Remarkable, we combine strategic foundations, creative execution, and legal certainty to develop future-proof names. Curious to see how we do it? Discover it in our naming cases for Smartphoto, Nalu (The Coca-Cola Company), Arvesta, Aqualex, Equitone, Liantis, and many more.