18. Naming for a Global Audience

  • Nissan Motor EPORO

Developing names for a global audience comes with its own challenges. The following points are crucial.

  1. To create a name based on linguistic elements intelligible to people of any nationality.
  2. To create a name that people of any nationality can read and pronounce.
  3. To create a name with no negative connotations in any language.
  4. To create a name that can be registered and used in every country.

Service Naming Development Case Study: Nissan Motor EPORO
Nissan is actively exploring the area of automatic collision-avoidance technology. As part of this endeavor, it examined how fish, while swimming is vast schools, never bump into one another. The insights gleaned from this study resulted in EPORO, robots equipped with sensors so they can circulate freely without crashing.

Bravis developed the EPORO name deploying almost 60 creators and checkers, both in-house staff and external consultants. The cute name suggests 'epoch-making robot' and 'Episode Zero (i.e. No accidents) Robot.' The two Os on either side of the R are a visual evocation of a car wheelbase.

Around 20 naming creators generated ideas through a repetitive process of name creation, screening, and cutting to generate a final list of 300 names. This final list was then further cut down by international trademark registration checks. The final long list that emerged from this process was then checked by 40 people of 11 nationalities. They confirmed that the eight names we finally presented clearly expressed the product concept in any language while being devoid of any negative connotations.

Creating names is a remarkably labor-intensive exercise. It is far from easy to develop a name that sounds good, accurately reflects the product concept and can be registered with the relevant trademark authorities worldwide. That is why we are always delighted when names like EPORO finally make it into the public space.

Page Top