Business Issue


In the mid-1990’s the Nabisco Brands Life Savers Company needed a brand marketing strategy to develop brand names for a chewing gum that would stick around.  Although the Life Savers Company’s portfolio of brand names included chewing gum brand names such as Carefree and Bubble Yum, the new branded chewing gum would be uniquely formulated with revitalizing flavor crystals.  Given the sociable breath freshening communication objectives, usage occasions and importance of check-out line sales the brand names imagery needed to be attention grabbing while communicating great taste plus the experience of a refreshing lift in every piece.  

Brand Response


Savvis has grown from a small entrepreneurial startup to a NASDAQ - SVVS listed corporation.  The SAVVIS IP network now spans 110 cities in 45 countries, encompassing the U.S., Canada, Latin America, Europe, The Middle East, Asia and The Pacific Rim.  Savvis customers in clude the world's leading securities exchanges, banks, and market data companies including The New York Stock Exchange.  Known as The Network that Powers Wall Street, Savvis is ranked #1 in IP VPN market share by IDC in its report, trailing only AT&T.

NameQuest is a completely independent company and is not affiliated or owned by any advertising agency group, public relations agency or any other organization where a potential conflict of interest or breach of confidentially may arise.  NameQuest’s sole corporate mission is to provide you with most effective verbal branding though name creation and name research.

NameQuest Case Study

Wallstreet Power House Network | Corporate Branding

NameQuest's Case Studies

NameQuest's experts specialize in product, service and brand strategy for naming a business

Brand Response


The Similac brand and market research management partnered with NameQuest and worked to optimize the verbal brand name communication for the Similac L.F. – Lactose Free product.  
[NameQuest Naming Infant Formula]
NameQuest provided Similac management with the name brand marketing strategy and name development consumer insight regarding the best brand name change within a new branding architecture.  The name change from Similac L.F. – Lactose Free to Similac Sensitive has been successful in revitalizing sales for the lactose free product within the Similac portfolio.  

Based on independent research, the Similac Sensitive sales volume experienced double-digit growth in the U.S. and international markets. 

All referenced trademarks and copyrighted items referenced on this website belong to their respective owners.

Brand Response


As a part of the brand marketing strategy, Ice Breakers stick chewing gum was successfully introduced in 1995.  AllBusiness, a wholly owned subsidiary of Dun & Bradstreet, reported that Life Saver’s attributes the remarkable success of  [NameQuest Naming Candy and Confections] their gum business to Ice Breakers brand.  The brand names in their chewing gum business achieved consistent double digit growth and by 1999 and eclipsed the $100 million mark. Ice Breakers has shown that when innovation is brought to a category utilizing powerful brand names, consumers will respond.  In 1997 the American Marketing awarded the Nabisco Company and NameQuest with the Edison Best New Product Branding award.  The brand is now under the Hershey banner and has profitably extended Ice Breakers to include the brand names Ice Breakers Mints, Ice Cubes, Liquid Ice and Frost. 

NameQuest Case Study

Brand Marketing Strategy|Name Change

   

 Business Issue


 The Soft Sense personal care brand was sold by SC Johnson to Bausch & Lomb. SC Johnson retained  ownership of the women’s shave preparation product line which ranked # 5 in the category. Because of the divesture of the Soft Sense brand to new ownership a new brand had to be created for the shave preparation.

NameQuest Case Study

NameQuest is the First and Most Experienced brand naming company dedicated exclusively to the Science of Verbal Branding™ | Affiliate Offices Worldwide - Est. 1984

   

 Business Issue


The Campbell’s Soup Company introduced a premium soup product emblazoned with a gold seal and the founder’s name - Joe. A. Campbell.  The name, although highly recognizable, did not differentiate the premium product from the iconic “red & white” product. The product did not meet management’s expectations. Diagnostics suggested optimization of the verbal brand as a viable option.

NameQuest, founded in 1984 has become the industry’s leading name research company. Our objective is to help our clients be more successful by providing effective product, service or company name ideas for naming a business or product. Corporate branding, brand strategy and providing a brand name are specialtes of NameQuest. We know nothing drives client satisfaction more than success.

Growing Faster Than the Category

NameQuest Case Study

#1 Women's Shave Preparation

   

 Business Issue


The Similac brand is a worldwide leader in the infant formula category.  As a part a brand marketing strategy, marketers understand that fussy babies can be challenging to manage at home.  Many first time moms begin exploring the infant formula category sooner, rather than later.  
[NameQuest Naming Infant Care Product]
Infant formula products on the self include brands perceived as scientific including descriptive terms or acronyms.  The pharmaceutical resonance of some infant brand names may communicate to physicians, nurses and other healthcare professionals, however, consumers may respond differently.  Names targeted towards consumers perceived as sounding like pharma-brands often create cognitive dissonance, especially for first time moms.  

Abbott Nutrition looked to NameQuest to provide a more effectual and emotional verbal communication for their lactose free infant formula. 

NameQuest Case Study

Brand Response


​​NameQuest and the SC Johnson research services and brand managers  [Brand Naming Personal Care Product] worked as a team on this important project.  NameQuest developed and researched the verbal brand Skintimate.  This neologism (a new word you will not find in the dictionary) combines the concepts of skin care with the intimacy of the usage occasion.  Skintimate is both differentiating and effective.  Based on A.C. Nielson market shares, in the first year Skintimate soared to # 2 (Soft Sense - previously # 5) in the category posting an annual sales increase of 46.2%.  Today, Skintimate is the # 1 selling women’s shave preparation.

   

 Business Issue


Jim Beam Brands had an opportunity in Calgary to market a superpremium double-casked, blended 10-year-old Canadian whisky.  Jim Beam Brands needed a verbal brand that would reflect Canadian authenticity.  The verbal brand would have to be attractive to consumers who would like to trade up to a superpremium whisky.


"The goal of effective verbal brand naming is to choose a product name that reflects and fits the customer's needs so precisely that the name sells the product." 
      

- John P. Hoeppner, President | NameQuest, Inc. 
     INTA - International Trademark Association


NameQuest Case Study

Double Digit Growth

   

 Business Issue


The California State University system was in the process of developing a world-class single gateway to be used by students, faculty and staff in their 23 campus library system.  This unique system would make available library catalogs, online reference resources, scholarly databases, electronic journal collections, e-books, internet search engines, and e-commerce web sites.  A verbal brand was needed to express the systems’ credentials, its advanced research technology and to be appealing to the varied interests of librarians, professors, staff and students.  

Brand Marketing Strategy|Brand Name

#1 Introduction of Sea World Attraction

   

 Business Issue


The name Shamu is synonymous with Sea World adventure parks.  Sea World management was developing ideas to increase attendance at their interactive and educational theme parks in both San Diego and Orlando.  Bush Entertainment executives developed the concept of bringing the arctic experience to Sea World.  The challenge was not only to design a memorable experience, it was to develop and select a verbal brand that would increase consumer interest and build attendance. 

   

 Business Issue


DiamondNet was a small technology company in St Louis looking for a way to reach for the stars.  There was one problem, their corporate name.  DiamondNet was not a differentiating name and was not protectable as intellectual property.  A new corporate verbal brand was needed to move  [NameQuest Company Naming Internet Technology] forward, differentiate, grow the organization and build corporate brand equity.

NameQuest Case Study

World Class Research for California State University

Brand Response


Using “Wild” in any animal attraction name was considered to be off limits.  NameQuest developed and researched all options, including “Wild.”  Good thing.  Consider the risk.  The "Wild Arctic" attraction was the largest expansion in the history of Sea World and at any other Anheuser-Busch Theme Park.  In a national phone survey of 377 respondents who had visited Florida, "Wild Arctic" was the second-most unaided new attraction mentioned for impacting a visitors' decision to visit a theme park.  In-park surveys strongly confirmed that guests believed "Wild Arctic" delivered on its promises.  The result, Wild Arctic helped Sea World achieve record attendance.

NameQuest Case Study

Brand Response


To achieve the objectives of differentiating and projecting Canadian authenticity, NameQuest followed the footsteps of three explorers in the Canadian Rockies.  In 1907, while traveling through rugged terrain, the party came upon a creek with tricky twists and turns which they promptly named Tangle Creek.  Continuing on, the explorers encountered a tall and majestic wall of limestone, remotely located and extremely difficult to cross.  They called it Tangle Ridge.  Via its extensive research capabilities, NameQuest’s team discovered this long forgotten exploration through the wilderness of Alberta.  The wild Canadian beauty evoked by the name Tangle Ridge was a sure fit.

Kathleen di Benedetto, director of superpremium brands at Jim Beam, reported to Beverage & Food Dynamics that Tangle Ridge, "has been growing at double-…, almost triple-digit rates."

Brand Response


NameQuest worked closely with the Campbell’s consumer insights team, brand managers and business development management to develop a verbal brand that would differentiate the premium product.  This soup was so good, utilizing high quality ingredients clearly visible to the consumer, that Joe. A. Campbell may have made it for his family at home.  Time famished consumers wanted exceptional, easy to prepare homemade-tasting soup.  NameQuest achieved the objective with – Campbell’s Simply Home.  In 2000 IRI Data reported that Simply Home posted sales of $51.6 million or a 12.0% sales gain over the previous year in the wet soup category that was growing at a rate of 3.5%. 

Brand Response


NameQuest worked closely with CSU leaders and software developers to understand the strategy, product and users.  NameQuest’s Verbal DNA™ development and research method determined that the name PHAROS was a perfect fit.  

The system was named in honor of PHAROS the ancient lighthouse of Alexandria, Egypt (290 B.C). [NameQuest Naming Internet Technology]  
PHAROS “enlightened” the way to the civilized world’s first library.  PHAROS is now successfully online as an information gateway.  PHAROS is the knowledge source throughout the 23 campus California State University system, providing users with a single gateway for online research and services and a resource for modern day enlightenment.

CONTACT | Voice: +1 480.488.9660 | Email: Info@NameQuest.com

Skintimate Shave Gel | Brand Name Development | Brand Strategy