Question

Topic: Taglines/Names

Need Name For Recliner Company

Posted by lstevens on 5/14/2010 at 1:31 PM ET 125 Points
We need to develop a brand for a recliner company. The manufacturer produces recliners, reclining sofas, reclining loveseats and reclining sectionals. This manufacturer is know for innovative designs. We do need a name that can be trademarked and that is where the difficulty comes in. Our first choice was shot down by the Trademark lawyers.

While furniture in general is aimed at women, the demographic for reclining furniture is broader, so the brand needs to appeal to men as well as women with families.
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RESPONSES

  • Posted by SteveByrneMarketing on 5/14/2010 at 3:37 PM Accepted
    If your first choice was "Lazy Man" then I understand your lawyers advice. However maybe something along these lines will work:

    leisure man
    relaxing man
    snoozy man
    easy going man
    diddle-daddle man
    loafing man

    hope this helps,

    Steve
  • Posted on 5/14/2010 at 7:12 PM Moderator
    What are you trying to communicate in the name? What's the benefit of a recliner in the target consumers' minds? Have you done some simple research with your target audience? What words do they use when describing what they want/need in furniture?

    I would think you'd want a name that evokes an emotional response of some kind ... the end-benefit in your positioning statement. If you'll share that with us, there's a much better chance we can help you out with the name.

    Without more information, we're just playing word games, and you'll never know which of our suggestions are good and which aren't. (How were you planning to evaluate our suggestions in the first place? How will you know when you have a winner? What are the criteria? Do you have a Creative Brief?)
  • Posted by Jay Hamilton-Roth on 5/15/2010 at 8:59 AM Accepted
    iRecline
  • Posted by lstevens on 5/17/2010 at 9:58 AM Author
    The primary requirement for this name is the ability to trademark the name. I've run hundreds of options through the US Patent and Tradmark search website: https://tess2.uspto.gov/bin/gate.exe?f=tess&state=4007:qc6rcs.1.1
    Most that I have tried are not available, or not very good. (Even the made-up words I've tried are taken!)

    As far as a creative brief, the company is know for innovative designs, solid construction (built in the US) and custom order fabrics / leather.

    The customer is middle-aged and family oriented. This is not an entry-level product; it is a step-up, but it is not laden with excessive gadgetry. (This is not the iJoy chair.) The household income is middle-to-upper segment.
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