They are invented to evoke certain emotions, associations, or brand values without directly describing the business’s offerings. Abstract brand names are usually memorable and distinctive because they are not constrained by existing meanings or common terms.
Examples:
- Google: A coined term that doesn’t describe its search engine function directly but has become synonymous with internet searching.
- Apple: A common word with no direct relation to technology but chosen for its simplicity and distinctiveness.
- Adidas Trefoil: This unique abstract logo has a perfect symmetrical balance that enhances its aesthetic appeal.
Advantages:
- Flexibility: Can be adapted to various products or services as the company grows.
- Distinctiveness: Often stand out more in the market due to their unique nature.
- Trademark protection: Easier to secure trademarks since they are less likely to be similar to existing names
Disadvantages:
- Lack of Immediate Recognition: They may not convey what the business does, making it harder for people to understand the offerings.
- Difficulty in Searchability: They may be harder to search for online, as they might not include relevant keywords, potentially impacting SEO.
- Brand Awareness Takes Longer: Consumers may struggle to associate the name with the offerings without additional context.
- Potential Misinterpretation: They may be interpreted in various ways, leading to confusion or mixed messages about the brand's identity.
- Cultural Sensitivity: Abstract names might carry different meanings across cultures, which could lead to negative connotations.
- Marketing Costs: More resources may be required for marketing and education to establish the brand's identity and purpose.
- Trademark Issues: Abstract names might face challenges in trademarking if they are deemed too vague or not distinctive enough.
- Connection Difficulty: Customers may struggle to connect emotionally with an abstract name versus one with a clear meaning or narrative.