New English File, Intermediate, UNIT 3A

Speaking and Discussion.

Vocabulary List

Taxonomy – classification (taxonomy of products, taxonomy of personalities)

Reveal – show (the chart reveals, the analysis reveals + what / that + sub+verb)

Permeate – spread (the smell permeates the room)

The Bulk of – many (the bulk of apples, the bulk of books)

Engagement – involvement (the level of engagement, active engagement)

Engaging – interesting (engaging activity, engaging project)

Evoke - bring to mind (evoke the memory of smth, evoke the picture of smth)

Convey – suggest, describe (convey the meaning, convey the idea)

Sophistication – level of development (sophistication of choice)

Subtle – implicit, not obviously evident (subtle meaning)

Taxonomy of Sport Utility Vehicle (SUV) Names

https://www.igorinternational.com/press/detroit-cutting-edge-car-name.php
(1) This chart of SUV names reveals a singular positioning strategy that permeates most of the
brand names in this industry, resulting in the bulk of these names being assigned low marks on
this scale. It's not that the names themselves are poor. Rather, it's because the names don't
help to differentiate one vehicle from another; many of them are variations on the same theme
(rugged, outdoorsy) and not pulling any marketing weight. Why does Suburban rate an elevated
position? Because it's the most refreshingly different and honest name in the Experiential
category.

  FUNCTIONAL INVENTED EXPERIENTIAL EVOCATIVE  

5    Jeep     5

4         4

3      Suburban   3

2    Hummer    Element 2

 Jackaroo

 Jeepster

1    Xterra  Amigo  Avalanche 1

  Aviator  Cayenne

 Sidekick  Safari

0  Land  Unimog  Blazer  Armada 0

Cruiser
 Discovery  Frontier
 Overland
 Defender  Highlander
 Range
 Escape  Matrix
Rover
 Excursion  Passport
 Pathfinder
 Expedition  Samurai
 TrailBlazer
 Explorer  Silverado
 Travelall
 Forester  Tundra

 Freelander  Typhoon

 Mountaineer

 Navigator

 Scout

 Tracker

 Trooper

 Wrangler

-1  4Runner  Grand  Envoy  Aztek -1

Vitara
 Rav4  Liberty  Bordeux
 Korando
 Rendezvous  Bronco

 Tribute  Cherokee

 Comanche

 Durango

 Kahuna

 Montana

 Montero

 Murano

 Navaho

 Rainier

 Rodeo

 Santa Fe
  Sequoia

 Sonoma

 Sorento

 Tacoma

 Tahoe

 Touareg

 Yukon

-2  CR-V  Terracross  Bravada  Axiom -2

 EVX  VehiCROSS  Escalade

 EX  Sportage

  FUNCTIONAL INVENTED EXPERIENTIAL EVOCATIVE  

Levels of Engagement: These eight levels (y-axis levels from minus 2 to plus 5) represent the amount of
material (meaning, stories, associations, imagery, multiple layers) in a name the audience has to play with
and personalize – and how "engaged" they are by a name. Names in the minus 2 level are the least
engaging, and likely to be quickly forgotten; the higher the number the better, with level 5 being the best.

Functional Names: The lowest common denominator of names, usually either named after a person, purely
descriptive of what the company or product does, or a pre- or suffixed reference to functionality. (Infoseek,
LookSmart)

Invented Names: "Invented" as in a made-up name (Acquient, Agilent, Alliant, Google) or a non-English

name that is not widely known.

Experiential Names: A direct connection to something real, a part of direct human experience. Usually
literal in nature, but presented with a touch of imagination. (Netscape, Palm Pilot)

Evocative Names: These names are designed to evoke the positioning of a company or product rather than
the goods and services or the experience of those goods and services. Removed from direct experience, but
relevant – evoking memories, stories, and many levels of association. (Virgin, Apple, Cracker Jack)

(2)The first thing we do at the beginning of any naming or branding project is to thoroughly analyze the
names and messaging of the competition in your business sector, and plot those names on a taxonomy
chart like this one. This document is very helpful for everyone involved in the naming project to see the
competitive reality and understand what types of names are overused and where we have to go to
separate from the pack.

(3) Automakers must choose a name that evokes an image that will help boost sales, while making sure
it is not offensive in any language and that it is actually available. "You have to try to get a name that fits
with the way you want to position the product," said Craig Bierley, product director at General Motors
Corp’s GMC division. "You look at whether it's rugged or tough, or whether or not it's sophisticated.
"Automakers have to go to great lengths to ensure that an ill-chosen name doesn't wreck a vehicle's
chances before it ever gets started.”

(4) GM famously learned this lesson in the early 1980s with the introduction in Mexico and Spain of its
Chevy Nova coupe. "No va" in Spanish means "won't go." When Ford sold its Caliente in Brazil, the
company later found out the name was the local term for a prostitute. Recently, when the world's
largest automaker went to name the replacement for the Buick Regal and Century, it was more cautious.
GM settled on an oh-so French moniker, LaCrosse, in hopes of conveying an air of sophistication about
the sedan. But what GM didn't initially realize is that in the French-speaking Canadian province of
Quebec, LaCrosse is a common slang term for masturbation. The LaCrosse now carries the name "Allure"
in Canada.

(5) Apart from conveying a certain image or attitude, a name can also send a subtle signal to consumers
who may be looking for a vehicle that fits their political or social criteria. "Hunter may be a good name
for some people who like to hunt, but may be bad for animal activists," said Lincoln Merrihew, managing
director of the automotive practice at Boston-based consultants Compete Inc. Honda Motor Co. was
especially astute in long ago choosing Civic as the name for its popular small car since the name implies
buyers are doing their civic duty by selecting a fuel-efficient, reliable car, Merrihew said.

(6) Steve Manning, managing director at San Francisco-based naming and branding firm Igor
International, says the best names contain a degree of tension and multiple meanings, such as the
Chrysler Crossfire. "Tension is always more interesting," Manning said. "Crossfire works because it's
exciting, a little edgy, and the danger of being caught in a crossfire is good. People buying sports cars like
that faux sense of 'I'm a dangerous, risk-taking, 007 kind a guy.' "

Comprehension Questions (in the order of the paragraphs)

1. Why is the bulk of names assigned low marks on the positioning strategy chart?

2. Summarize the taxonomy of names.

3. What does level of engagement indicate and how is it linked to higher sales?

4. What are the dangers of misnomers for car sales? Give examples to support your point.

HW TASK: please choose one car name from the list and present the history and meanings of this name.