Heritage reflected through semantics, typology and phonetics

As experts in holistic verbal branding, we support the international marketing team:

• Implementation of brand strategy workshops to develop a pan-European naming structure
• Verbal competitor analysis
• Creating congruence between European markets while taking socio-cultural differences into account
• Portfolio structuring and design of a verbal architecture for dedicated language guidelines
• Development of impactful brand names

The result: a naming system that uses linguistic as well as semantic, typological, phonetic and visual anchors to craft product names that can be used in many different ways.

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International name development for interior grades and special edition models

Within the adopted brand architecture, linguistic patterns represent different price segments, i.a.:

• English naming for entry-level price segments, e.g. NEWGROUND
• ‍Japanese brand names for higher-priced equipment lines, e.g. MAKOTO
• ‍Special edition models with Japanese meaning, e.g. KAZARI, KIZUNA and NAGISA
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With this strategic decision, on the one hand we pay tribute to the country of origin. On the other hand, we underline the claim to be an international premium supplier in Europe.

Name developments such as "Kazari" leave room for the target group's own images and ideas. They offer great storytelling potential — both for the respective model and for the Mazda brand itself.

The Japanese names in particular contribute to the brand's heritage concept. Each tells a cultural story and allows for the implementation of a coherent brand language.

Within the context of the entire harmonization and naming project, our research and screening department played an active role alongside strategy and creation experts. From market research to culturally-linguistic checks and coordination with partner attorneys.