As the lead agency for all naming-related Lufthansa Group topics, we have developed the global brand name "Allegris".
As the lead agency for all naming-related Lufthansa Group topics, we have developed the global brand name "Allegris".
The brand name for the travel experience of the future
A new way of traveling needs a new kind of naming. Lufthansa, which otherwise tends to use generic names, wants to live up to this claim: with an emotional name that stands for a holistic premium experience across all classes and seat types. Tailored to the wishes and needs of customers, with exclusive products and services from booking to landing.
As the lead agency for all naming-relevant topics within Lufthansa and the Lufthansa Group, we have developed the brand name "Allegris": a linguistic reflection of the lightness, joie de vivre and joy embodied by the inspiring concept. Lufthansa Allegris builds a bridge between phonetic rhythm and emotional symbolism, going beyond the status quo.
From name development to product architecture
A brand name never exists in a vacuum. That is why we simultaneously support the holistic 'Seat & Suite' naming and clustering: among others for the new First Class Suite Plus, which enthralls guests on the Lufthansa Allegris long-haul flights. Something that we can confirm from our own experience.
One name, one slogan, one narrative
In cooperation with other agency partners of the Lufthansa Group, including Accenture Song, DDB Tribal and REINSCLASSEN, we embed the name in the appropriate verbal strategy. Based on the findings from the name development and taking into account the new Allegris slogan "Truly Yours", we word a brand narrative that paves the way to new heights for Lufthansa Allegris.
"A linguistic reflection of the lightness, joie de vivre and joy embodied by the inspiring concept."
What is product architecture from a brand perspective?
Product architecture from a brand perspective refers to the structure and organization of products within a brand. It includes the design of the products and their relationship to each other. Choosing the right product architecture is crucial to the success of a brand and can take various forms:
Monolithic architecture: All products bear the same brand name and have a uniform design.
Sub-brand architecture: The brand consists of various sub-brands or product lines with their own names and designs, which are nevertheless clearly linked to the main brand.
Umbrella brand architecture: A brand offers various products or services under a common umbrella without these being directly linked to each other.
Hybrid architecture: A mixture of different types of architecture in which some products are closely linked to the main brand, while others are positioned as independent brands or sub-brands.
The right product architecture should strengthen the brand positioning, improve the brand image and promote customer loyalty.
Further references
ATMOVA
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FITS — Finanz-Informatik-Service
Company name for a federal banking IT service provider
EURITAS
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CALMALAIF
Consulting for the Bayer Laif pharmaceuticals umbrella brand strategy and name development
Image: Biotronik, Media Library, www.biotronik.com
BIOTRONIK
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Image: raevoluz App
RAEVOLUZ
Name development for a low-carb community, nutrition and lifestyle brand
WEITBLICK
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TASTIQ
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ASSMANN
Naming for various products for the ASSMANN service portfolio