Know-How Exchange : Taglines/Names

Ok Phil, sorry for the paucity of info. The Company has been in operation for many years, main products are general insurance for automobiles and property for both individuals and companies. The conceptual target is "Perbuis Owners" (personal and business owners) seeking to protect their assets from accidents, fires, floods etc. They also have some btb products in workmen's compensation and bond coverage.
Their current name suggests that they are in the reinsurance business rather than the insurance business and it also locks them into their country of origin. So the want a name that can travel and one that positions them as strong and purposeful on their clients behalf.

This is really a serious project for a marketing consultant or firm with naming and positioning experience. It's not likely we'll be able to crack the code and come up with a name for you on this forum.

The right way to approach this is with a really good understanding of your target audience, your competition, what makes you different from (and better than) your competitors, how your leading competitors are positioned, etc. In short, you really need a positioning map and thorough situation analysis before you can pick a new name for your company.

You're only going to get one shot at this, so you don't do yourself any favors by trying to shortcut the system. (You don't get a "do over," if you miss on the first try.) Even if we somehow come up with a winning name for you here, how will you know it's a winner?

This project is way beyond the scope of what we can do for you here. It's not that we wouldn't like to help you (and we'll certainly try). It's that this is too important to entrust to a bunch of folks who are not intimately familiar with your company, your industry and the specific situation you're in -- as well as the art and science of (re)naming a company.

One of the names we came up with was Parasol, which was inspired by its sister the umbrella, using a cover metaphor. So I think it is still possible to brainstorm this as a market our size will never have the $ to do the A job; so we have to try to brainstorm through all kinds of sources. once we capture several names, we can then put it through the wringer to find the one that best suits our landscape.
So I hear your cry for more discipline and process but it ain't going to happen and I'll understand if people don't want to just shoot in the dark. Thanks for taking the time to give a meaningful contribution,dr

By the way Phil, the title of this is NAME FOR GENERAL INSURANCE COMPANY. Sorry I did not mention in body as well, dr

Travellers mot well known in these parts and yes we have strong cable penetration but tyhe name travellers (which is also a general insurance company) sends you in a direction outside of insurance (travel agency) and that to me makes their ownership of the umbrella in the insurance category somewhat blurred. If we used parasol, I actually would not use a parasol but would instead challenge the logo designers to use the font to make it proprietary.
To me literal is so vanilla that it sounds like a "no name generic", an insurance comodity. So think it needs to have some character and personality, using some kind of metaphor or symbolism that peole would get easily; chunky-monkey vanilla then? The top insurance company here is called the Guardian...also the name of a local newspaper..but you can see the clear link to insurance while not being overly literal....let's see what responses we get in the next 48 hours, thanks again, dr

Protector
Assurance
Assure

I'm very grateful for the contributions so far. It's not easy to come up with something given limited information. So far the names that have been offered are very literal, so I'm going to try to give some more guidance and if this does not help I promise I will close the question and award points within 24 hours.
Product: General Insurance Company (does NOT offer Life Insurance coverage)- only general insurance coverage like motor, fire, flood etc
Direction for name: A name that symbolises the Honour and Strenght that you will find in this brand of General Insurance
Name could be in English, Latin or Greek, Hindi or any other langauge that you believe captures those qualities
My sincerest thanks again for your efforts and I look forward to your responses, dr