OUGD601 - Practical / Identity - Name Generation

Naming for the brand needed to instantly underpin the concept and inform the consumer of the brands service with a strong aspirational name. This is the consumers first impression of the service therefore needs to be engaging and relatable. I started this process by brainstorming a range of names centralised around the concept of travel, borders, and freedom which is representative of the service allowing the consumer to travel through Europe with less hassle, paying a third party company to complete this visa style application process for them. 

My initial name preferences included: 

Plot

This took inspiration from archaic travel, plotting points on maps and creating large opulent voyages. This satirically uses these connotations providing a oppositional meaning as the brands product works to reverse this sense of large scale planning making it as simple as possible to travel overseas. This creates connotations of heritage and authenticity dating the brand back to the 1700's exploiting a sense of consumer loyalty. 

Wander

I used a different though process in creating this name, The definition of wander is to 'move in a leisurely or aimless way' this underpins the concept of making travel as simple as possible as the act of wandering is not planned or a stressful process, it is natural and instinctive. This is in essence what the brand provides, taking care of the application process leaving the consumer to have no worries and be able to wander off and enjoy these new experiences.

Venture

This name instantly sounds established which connotes loyalty and would make consumers more comfortable in sharing personal information such as passport numbers etc. The word venture sounds exciting and dynamic therefore appealing to a millennial audience however this also sounds imposing and isn't as relaxed as the other two options making it slightly less appealing. 

Conclusion: 

Consulting members of the sample from my primary research I concluded that the most appropriate brand name was WANDER. This is due to its simplicity in underpinning the core values of the concept, the connotations of freedom and simplicity actively articulate the primary ideologies of brand. This will appeal to the target audience who identified culture and hassle in the top purchase motivations and appeal to a well cultured audience travelling as a child is reminiscent of these family holidays in which the parents do all the planning and they are left to just enjoy the experience, this line to Packards selling a sense of roots within my research essay and creates a strong practical visualisation of this.