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Brand Name Quest Strategic Brand Naming Case Studies

Brand Name Quest's experts specialize in strategic brand naming for products, services and companies

“Marketing is not just selling what you have, it is having what you can sell.” 

John Hoeppner, President – Brand Name Quest LLC at The Thunderbird School of Global Management


Brand Name Quest, founded in 1984 has become the industry’s leading brand name research and strategic brand naming company. Our objective is to help our clients be more successful by providing effective product, service or company name ideas for naming a  business or product. Corporate branding, brand strategy and providing a brand name are specialties of Brand Name Quest. We know nothing drives client  satisfaction more than success. 

John Hoeppner, President of NameQuest guest speaker at ASU Thunderbird School of Global Management

Skintimate Shave Gel | #1 WOMEN'S SHAVE PREPARATION

Global brand naming and brand name research for household cleaning products and insecticides

PERSONAL CARE PRODUCTS

Personal Care Products brand name development and brand name research Soft Sense Shave Gel for Women

Business Issue

The Soft Sense personal care brand was  sold by SC Johnson to Bausch & Lomb. SC Johnson retained  ownership  of the women’s shave preparation product line which ranked # 5 in the  category. Because of the divesture of the Soft Sense brand to new  ownership a new strategic brand naming and brand name research initiative was needed for the shave preparation.  

Personal Care Products brand name development and brand name research Skintimate Shave Gel for Women

Brand Response

Brand Name Quest and the SC Johnson research services and brand managers worked as a team on this important strategic brand naming and brand name research project.  


Brand Name Quest Brand Naming Personal Care Product


Brand Name Quest developed and researched the verbal brand Skintimate.  This neologism (a new word you will not find in the dictionary) combines the concepts of skin care with  the intimacy of the usage occasion.  Skintimate is both differentiating and effective.  Based on A.C. Nielson market shares, in the first year  Skintimate soared to # 2 (Soft Sense - previously # 5) in the category  posting an annual sales increase of 46.2%.  Today, Skintimate is the # 1 selling women’s shave preparation. 

SIMILAC SENSITIVE | WORLD'S #1 INFANT FORMULA

Global brand naming and brand name research for infant formula and nutritional products

INTERNATIONAL NUTRITIONAL PRODUCTS

Global brand naming and brand name research for infant formula and nutritional products

Business Issue

The Similac brand is a worldwide leader in the infant formula category.  As a part a brand marketing strategy, marketers understand that fussy babies can be challenging to manage at home.  Many first time moms begin exploring the infant formula category sooner, rather than later.  


Infant formula products on the self include brands perceived as scientific  including descriptive terms or acronyms.  The pharmaceutical resonance  of some infant brand names may communicate to physicians, nurses and  other healthcare professionals, however, consumers may respond  differently. Names targeted towards consumers perceived as sounding  like pharma-brands often create cognitive dissonance, especially for  first time moms.  

Abbott Nutrition looked to Brand Name Quest's strategic brand naming and brand name research methodology to provide a more effectual and emotional verbal communication for their  lactose free infant formula.  

Global brand naming and brand name research for infant formula and nutritional products

Brand Response

The Similac brand and market research management partnered with Brand Name Quest to provide strategic brand naming and brand name research services to optimize the verbal brand name communication for  the Similac L.F. – Lactose Free product. 

 
Brand Name Quest Brand Naming Infant Formula


Brand Name Quest provided Similac management with the name brand marketing strategy and  name development consumer insight regarding the best brand name change within a new branding architecture.  The name change from Similac L.F. (global branding)  Lactose Free (N.A. Branding) to Similac Sensitive has been successful in revitalizing  sales for the lactose free product within the Similac portfolio.  

Based  on independent research, the Similac Sensitive sales volume experienced  double-digit growth in the U.S. and international markets.  

ICEBREAKERS MINTS & GUM | $100-million sales in four years

IceBreakers Brand Naming and Brand Naming Research by NameQuest Strategic Branding

CANDY & CONFECTION PRODUCTS

IceBreakers Mints and Gum Brand Naming and Name Research in Candy and Confections LifeSavers

Business Issue

 In the mid-1990’s the Nabisco Brands Life Savers Company needed a brand marketing strategy to develop strategic brand naming and brand name research for a mint and chewing gum that would  stick around.  


Although the Life Savers Company’s portfolio of brand  names included chewing gum brand names such as Carefree and Bubble Yum, the new branded chewing gum and mint would be uniquely formulated with  revitalizing flavor crystals.  Given the sociable breath freshening  communication objectives, usage occasions and importance of check-out  line sales the brand names imagery needed to be attention grabbing while  communicating great taste plus the experience of a refreshing lift in  every piece.   

IceBreakers Mints and Gum Brand Naming and Name Research in Candy and Confections NameQuest Strategy

Brand Response

As a part of the strategic brand naming and brand name research, Ice Breakers stick chewing  gum was successfully introduced in 1995.  All Business, a wholly owned  subsidiary of Dun & Bradstreet, reported that Life Saver’s  attributes the remarkable success of their mint and gum business to Ice Breakers brand name.  


Brand Name Quest Brand Naming Candy and  Confections


The brand names in their mint and chewing gum business achieved consistent double digit growth and by 1999 and eclipsed the $100 million mark. 


Ice Breakers has shown  that when innovation is brought to a category utilizing powerful brand  names, consumers will respond.  In 1997 the American Marketing awarded  the Nabisco Company and Brand Name Quest with the Edison Best New Product  Branding award.  


The brand is now under the Hershey banner and has  profitably extended Ice Breakers to include the brand names Ice Breakers  Mints, Ice Cubes, Liquid Ice and Frost.  

FIRST YEAR SALES OF $51.6-MILLION

Global brand naming and brand name research for soup, food products, grocery and food service

FOOD AND GROCERY PRODUCTS

Global brand naming and brand name research for soup, food products, grocery and food service

Business Issue

The Campbell’s Soup Company introduced a  premium soup product emblazoned with a gold seal and the founder’s name -  Joe. A. Campbell.  The name, although highly recognizable, did not  differentiate the premium product from the iconic “red & white”  product. The product did not meet management’s expectations. Diagnostics suggested optimization of the verbal brand as a viable option. Brand Name Quest provided strategic brand naming and brand name research services. 

Global brand naming and brand name research for soup, food products, grocery and food service

Brand Response

Brand Name Quest worked closely with the  Campbell’s consumer insights team, brand managers and  business development management providing  strategic brand naming and brand name research services to develop a verbal brand that would  differentiate the premium product.  This soup was so good, utilizing  high quality ingredients clearly visible to the consumer, that Joe. A.  Campbell may have made it for his family at home. Time famished consumers wanted exceptional, easy to prepare homemade-tasting soup.   


Brand Name Quest Brand Naming Food Products


Brand Name Quest achieved the objective with – Campbell’s Simply Home.  In 2000  IRI Data reported that Simply Home posted sales of $51.6 million or a 12.0% sales gain over the previous year in the wet soup category that  was growing at a rate of 3.5%. 

Wall street Power House Network | Corporate Branding

Global brand naming and brand name research for business corporations and naming a company

CORPORATE BRAND NAMING

Global brand naming and brand name research for business corporations and naming a company

Business Issue

DiamondNet was a small technology company in St Louis looking for a way to reach for the stars. There was one problem, their corporate name.  DiamondNet was not a differentiating name and was not protectable as intellectual property. NameQuest provided strategic brand naming and brand name research services.  


Brand Name Quest - Company Naming Internet Technology


A new corporate verbal brand was needed to move forward, differentiate, grow the organization and build corporate brand equity. 

Global brand naming and brand name research for business corporations and naming a company

Brand Response

From a $1-million investment to a $2.5-billion acquisition.  The new  corporate brand was able to move the company forward, differentiate,  grow the organization and build brand equity. 


Brand Name Quest Corporate Strategic Brand Naming and Brand Name Research


Over a period of years,  the rebranded company SAVVIS, expanded from a small entrepreneurial  startup to a NASDAQ listed corporation eventually becoming a part of the  telecommunications firm CenturyLink (Sold to  Apollo Global Management for $7.5 billion in 2021),  

TANGLE RIDGE |EARLY DOUBLE-DIGIT GROWTH

Global brand naming and brand name research for spirits, wine and beer

SPIRITS, WINE AND BEER BRAND NAMING

Global brand naming and brand name research for spirits, wine and beer

Business Issue

Jim Beam Brands, now Beam-Suntory, had an opportunity in Calgary to market a super premium  double-casked, blended 10-year-old Canadian whisky.


Brand Name Quest Strategic Brand Naming and Brand Name Research for Spirits


Jim Beam Brands  needed a verbal brand that would reflect Canadian authenticity.  The  verbal brand would have to be attractive to consumers who would like to  trade up to a super premium whisky. 

Global brand naming and brand name research for spirits, wine and beer

Brand Response

To achieve the objectives of differentiating and projecting Canadian authenticity, Brand Name Quest followed the footsteps of three  explorers in the Canadian Rockies.  


In 1907, while traveling through  rugged terrain, the party came upon a creek with tricky twists and turns  which they promptly named Tangle Creek.  Continuing on, the explorers  encountered a tall and majestic wall of limestone, remotely located and  extremely difficult to cross.  They called it Tangle Ridge.  Via its  extensive research capabilities, Brand Name Quest’s team discovered this long  forgotten exploration through the wilderness of Alberta.  The wild Canadian beauty evoked by the name Tangle Ridge was a sure fit.


Brand Name Quest Strategic Brand Naming and Brand Name Research

Kathleen  di Benedetto, director of super premium brands at Jim Beam, reported to  Beverage & Food Dynamics that Tangle Ridge, "has been growing at  double-…, almost triple-digit rates. ,  

World Class Research for California State University System

Global brand naming and brand name research for technology, computers and education.

EDUCATIONAL TECHNOLOGY BRANDING

Global brand naming and brand name research for technology, computers and education.

Business Issue

The California State University system was in the process of developing a  world-class single gateway to be used by students, faculty and staff in  their 23 campus library system.  This unique system would make  available library catalogs, online reference resources, scholarly  databases, electronic journal collections, e-books, internet search  engines, and e-commerce web sites. 


Brand Name Quest Naming  Internet Technology   


Strategic brand naming and brand name research was needed to express  the systems’ credentials, its advanced research technology and to be  appealing to the varied interests of librarians, professors, staff and  students. 

Global brand naming and brand name research for technology, computers and education.

Brand Response

Brand Name Quest worked closely with CSU leaders and software developers to understand the strategy, product and users.  Brand Name Quest’s Verbal DNA™  development and research method determined that the name PHAROS was a perfect fit.


 Brand Name Quest Strategic Brand Naming and Brand Name Research   

The system was named in honor of PHAROS the  ancient lighthouse of Alexandria, Egypt (290 B.C). PHAROS “enlightened” the way to the  civilized world’s first library.  PHAROS is now successfully online as  an information gateway.  


PHAROS is the knowledge source throughout the  23 campus California State University system, providing users with a  single gateway for online research and services and a resource for  modern day enlightenment. 


Brand Name Quest is the First and Most Experienced brand naming company dedicated exclusively to 

The Science of Verbal Branding™  | Affiliate Offices Worldwide 

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