Know-How Exchange : Student Questions

Hey I've been racking my brain for a brand name for scotch-whisky produced in Invercargill New Zealand. It’s an assignment so the whole situation isn't real. I've decided to market it as a gift aimed at Men of all ages but bought by women. It will be positioned as a thank you gift primarily but available as a gift for graduation, birthdays, retirement, Fathers day and New Year. I will probably narrow the target market and market type when I find a brand name.

The purchaser of the gift will most likely want to appear tasteful and grateful enough to afford expensive quality in their choice of gift so the brand name must serve that need as well as promoting the gift concept also. Of course the phrase, slogan to go with it can help with that.

Names I've thought of so far have their pros and cons but none of them stand out to me as a winner. Tell me what you think. What’s your pick or further suggestions?

Inverness –
Is a place in Scotland and origin of the name Invercargill where it will be produced. It doesn't carry any further meaning as far as I'm aware.

Distinction –
A name that relates to prize giving and achievement but probably not suitable for a birthday or retirement or thank you. It obviously speaks of quality but I find it a little “try-hard” or patronising.

Eminence –
Means superior, great, reputation, renown but sounds too much like Eminem to me.

Quintessence –
An uncommon word which means most perfect representation of a quality or state. I like the name but maybe its too long a lot of people won't know the meaning of the word. I didn't before I found it in the dictionary today.

Thistles –
Quite different from my other ideas and to me has a touch of humour in it. Its the Scottish national symbol and a lot of scotch-whisky labels have a picture of the flower. I'd like to contrast it with roses, be it Roses chocolates or a bunch of flowers, often given as thank you gifts. Both have thorns but thistles lasts longer. However the big problem here is when people think about thistles, the think nasty weed, scratchy thorns, and pest especially in New Zealand's scenic environment. Definitely don't want customers attributing that to the scotch-whisky which is a smooth single malt of very high quality.

Stag –
Has a masculine image. It’s also the name of the rugby team in Invercargill.Just not sure if people would give a stag as a gift. Although, people do prize Stags if they hunt them.

Moose –
This name is similar to the Stag idea except we don't have Moose in NZ. There were 12 Moose released into the forests in Fiordland (next to Southland) about a century ago. Some people still believe there are still Moose in the forest but it’s all based on reported citings a bit like the Tasmanian Tiger. So the Moose concept indicates mystery and elusiveness. However Moose makes me think of either hair products or chocolate moose dessert.

Tell me what you think. What’s your pick or further suggestions?