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Offbeat Cologne entrepreneur: Bernd Samland creates product names

01:15  28 february  2021
01:15  28 february  2021 Source:   ksta.de

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DEUTSCH Wie entwickelt man einen guten Markennamen und welcher Medientitel verspricht Erfolg? Mit diesen und weiteren Fragen beschäftigt sich Bernd M. Samland …

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Do you know the Rhingo electric scooter? The Opel Mokka? The VW Tiguan? Or the TV station Vox? Many of these names should be familiar to many people. Largely unknown, however, is the man who stands behind these word creations.

Auch der Markenname Serways geht auf Samland zurück. © Hauke-Christian Dittrich / dpa The Serways brand name also goes back to Samland.

Bernd Samland is considered to be the German namesake par excellence. “Of course I don't really know what to do with the term,” he told the newspaper. Since 1994, Samland and his company Endmark, based in the Marienburg district, have been responsible for ensuring that the names of products, houses, companies or TV series sound pleasant, stylish and appropriate to the subject.

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Naming a brand requires a certain amount of research. It shouldn’t just relate to your product but carry with it deeper contextual associations that capture the quintessential nature of the business. It needs to identify with the overarching message of the business, and it needs to be easily remembered. It should relate to the product in some way, offering an idea about the purpose, benefits and quality of the products produced by the company. When coming up with your brand name you also have to think about how it translates into other languages. Does it translate well and how does its meaning change?

.30, you may be willing to sell at a price lower than your current costs knowing that your costs will be lower in the future.

Intensive research necessary to avoid name similarities

"First of all, it's a very dry job," Samland explains his work. “In the past, it didn't matter whether a company in Cologne had the same name as a company in America. The internet has changed that. You have to be very careful that the names are not alike. ”So an intensive research is necessary first.

There are more than 50 million product and brand names worldwide. But Bernd Samland always comes up with something. When the Landesbank WestLB was to get a new name in the wake of the financial crisis, for example, he invented Portigon.

He came up with “Serways” by Tank and Rast, the latest variations “Planschies” and “Fruppis” by Haribo or the TV programs “Ready to beef” and “Alles auf Freund”, each with Tim Mälzer. In Cologne he invented the “Coloneum” in Ossendorf, and the “Rhingo” scooter service for Rhein-Energie.

Bernd Samland is a secretive person. And he has to be, because he is the first to see new products and ideas - in order to invent a name for them. Until then, the strictest confidentiality applies. That is why the author (his latest book is called "Naming for Successful Brands: Strategic Naming Marketing in Theory and Practice") does not reveal what he is currently working on.

Just this much: “Car paints, various drugs, banks, insurance companies, food supplements, electric cars. That has to be enough. ”

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