Date post: | 14-Apr-2017 |
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Fenr
ir Name Development: Fenrir Second Iteration!
Final Name (Legally Screened) Candidates for Fenrir
5
Structural Linguistic Components & Corresponding Name Analysis
Our team analyzed each name’s phonemic and morphemic structure, paying attention to consonant class properties, gender evocations, and semantic qualities. We then looked at the aural-visual brand. Is the spelling intuitive? Is the name memorable and easy to pronounce? A name must take into account all this, while communicating its message simply and elegantly.
We specifically utilized methods that target sources of error in proprietary names, primarily pronunciation, written application (scriptability), and orthographic appearance. Our linguistic team searched for any potential areas of conflict in the trade name candidates with regard to existing trademarks and common law usage utilizing boolean and truncated search methodologies.
Our linguists employed a wide-ranging empirical
investigation of word use, function and meaning.
Spirited Lager Fenrir
Emotion Delightful /Thrilling Fenrir excites young men and some adventurous transport to other women with visions of a dark, intense, mythic worlds world. Older men are sceptical
Function High ABV matched High ABV fits immediately with this concept, with captivating which is seen as suited for concerts and wilder taste that adds parties. It could come out later in the evening something special to and provide a complement to Vodka or even an the occasion alternative for younger men. It is a concept that
adds energy to the night.
Reason to Believe
Imaginative flavours The manly packaging, its reference to dark beers in authentic beers and wild animals, combined with high ABV
provide a ‘macho alibi’ for the otherwise quite feminine Dark Cherry and Caramel flavours.
Source of Volume
Of all the concepts this comes closest to providing an alternative to Vodka in up tempo occasions for young guys and some women. Imagined coming before and after Vodka and as an alternative to standard beer for young men and RTDs or cocktails for women
Fenr
ir Name Development: Fenrir Second Iteration!
Fenrir generated the biggest reaction, nothing like this has been seen - Polarised strongly Young men were most favourable (older men more circumspect) Oddly, the older women were more enthused than the younger! To the fans it is a fabulous expression of Viking mythology, resonates with the Polish virtue of Courage To the cynics, it is exaggerated and absurd (guys who want to be Vikings!)
“This wolf matches our Polish character, Vikings, strong heads” Man 25-30
“We like this mood, the mood of drinking, of legends, or darkness”. Man 25-30
“The image is great. Wolves, Vikings, amazing, like it” Woman 31-40
“Vikings and Gods is a disaster. Why biting the hand?” Woman 25-30
Fenr
ir Mythic drama captivates, and polarizes
Name Development: Fenrir Second Iteration!
Fenr
ir Some women responded very positively to the mythology The proposition is seen as talking to the male psyche, i.e. Fenrir is understood to promise to ‘give you Wolf Spirit’ - Fierce, brave, courageous At a more functional level, seen as an energy boost Some women thought this was just for men, but other women felt the appeal Especially given the seductive taste proposition
Unambiguous male focus, but emotions resonate for some women too
Name Development: Fenrir Second Iteration!
Highly distinctive, impactful, new The overt masculinity in the wolf image, white writing and black But note the Wolf connects with symbolic traditions (bears, wolves, eagles) Hence a modern take on a traditional theme Please note that given the deep semiotics of black and white (meaning ‘death’), we would suggest considering introduction of another colour to raise spirits
Pack is extremely powerful Fe
nrir
Name Development: Fenrir Second Iteration!
8
Due to new Guidance from the EMA NRG which went into effect January 1, 2015, Brand Acumen will begin compliance checks with the lead name candidates on this list. We have included the new 2015 Guidelines for EMA’s NRG as an addendum.
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Final Name Candidates
Fenr
ir
Aita Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
7
6
8
7
7
9
7
7
8
6
72
10 Fenr
ir
Valden Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
9
9
9
10
9
9
8
9
10
9
91
12 Fenr
ir
Foxwarren Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
7
8
9
6
8
10
7
7
8
7
77
14 Fenr
ir
Alderwolf Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
7
8
9
7
7
9
8
7
8
8
78
16 Fenr
ir
Morkstadt Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
6
7
10
6
7
10
9
6
7
7
75
18 Fenr
ir
Fentyr Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
8
9
9
9
8
10
8
8
9
7
85
20 Fenr
ir
Wolfen Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
9
9
9
9
9
10
7
9
8
9
88
22 Fenr
ir
Wolfstone Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
7
9
9
7
8
8
7
7
7
7
76
24 Fenr
ir
Skade Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
8
6
10
8
8
10
6
7
9
8
80
26 Fenr
ir
Timberwolf Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
7
9
9
9
8
9
10
7
8
8
84
28 Fenr
ir
Fenraven Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
8
8
9
8
10
9
8
9
8
8
85
30 Fenr
ir
Balder Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
10
9
9
10
10
10
8
9
8
9
92
32 Fenr
ir
Balderwolf Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
10
9
10
9
9
9
8
9
8
8
89
34 Fenr
ir
Balter Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
9
8
8
8
7
7
6
7
7
6
73
36 Fenr
ir
Elixi Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
6
7
9
6
7
9
8
6
8
6
72
38 Fenr
ir
EverLure Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
9
9
10
9
9
10
9
9
8
8
90
40 Fenr
ir
Fentur Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
8
6
9
9
8
9
6
6
7
7
75
42 Fenr
ir
Dark Twist Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
9
9
9
8
9
10
10
9
9
9
91
44 Fenr
ir