For the half-year to 30 June 2014, the IPKat's regular team is supplemented by contributions from guest bloggers Alberto Bellan, Darren Meale and Nadia Zegze.

Two of our regular Kats are currently on blogging sabbaticals. They are David Brophy and Catherine Lee.

Tuesday, 18 November 2003

NAME CHANGES FOR FREE!

The BBC reports that an advertising agency has had an unexpected success with a spoof website (www.whatbrandareyou.com) that it set up. The site pokes fun at the trend for companies to rebrand at great expense with “nonsense” names such as Corus and Arriva by offering to generate a new name for a company once the existing name, core value and main goal of the company is inputted. However, names that the site generates are actually being used by genuine companies which have registered certain of them with Companies House, although the directors of those companies claim not to know of the website.

The IPKat is rather impressed by all these “nonsensical” names. On the one hand, they sound meaningful enough to suggest to consumers that there is a fundamental value lurking behind the brand but on the other hand, they are in fact pretty meaningless, which means that they are not precluded from being registered as trade marks. However, he is not impressed with the website’s suggested name – rest assured, the IPKat will NOT be rebranding as “Subigo” any time soon.

Definition of “subigo” here
A spot of rebranding here
Silly names here, here and here


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