namelab - one of the world's most famous companies that deal directly with names, the so-called naming. As well as Lexicon, Namelab is one of the oldest and most reputable naming companies in the world. The firm was founded in 1981 in San Francisco. NameLab's areas of interest include brand naming, firm naming, and overall brand strategy development. The activity of the company is highly specialized, naming, which is perceived by many advertising companies in Russia and Ukraine as a small part of the overall work on creating and promoting a brand, in namelab placed at the forefront.
founded NameLab Inc. Ira Bachrach, who himself was and remains the leading creative unit of the firm. Ira Bachrache worked as an electrical engineer before starting his own naming and starting his own company, and later in the 50s he received a doctorate in linguistics. The idea of the opportunity to start his own business came to him while thinking about the rapidly changing world of technology, passion for linguistics and the desire to create new names for new concepts in the business world and eventually led to the creation of his creative business. Initially, the company consisted of three people, one of whom was the founder himself, united by their professional occupation in linguistics and the desire to create new forms within the English language. According to some reports, the employees of the company - professors of linguistics conduct their activities virtually, using modern means of communication, they have the opportunity to exchange ideas and achieve results.
The company's activities are based on scientific developments in the theory of linguistics, there are a huge number of developments, naming schemes. The basis of the scientific base with which specialists work namelab is the "constructional linguistics" developed at the very beginning of their activity more than a quarter of a century ago. This system is based on the concept of morphemes - the smallest linguistic elements that make sense, from which words are created. In English, with which they work in namelab there are more than 7000 such word particles. Various combinations of morphemes, analysis of the linguistic component of names are the basis of creative activity namelab. This approach leads to the fact that most of the names invented in namelab, are neologisms and newly introduced expressions. It is also important for the creation of names to check the proposed versions for pronunciation, readability, visual perception, semantic transparency and the possibility of translation into different languages. And of course, the scientific approach to creating a brand or company name is closely related to the recognition and respect for the talent of the people who do it, without their creativity and insights, it was impossible to achieve a result.
In the creative lab namelab the following names were created: Acura for Honda Motors, Compaq, Luxor, Lumina for Chevrolet, Comp USA, Ofoto for Kodak, Sentra for Nissan for Johnson & Johnson, product names have been developed for Ford, Chrysler, Gillette, Pepsico.
The main distinguishing feature namelab is based on a scientific approach. Manipulations with morphemes do not negate, of course, the creative approach and the widespread method of "brainstorming", but they are assigned a secondary role compared to rational analysis. A lot of naming firms argue with this approach, relying on the creativity and creativity of their employees, but the right to life method namelab deserves the fact that the company has not left the market for more than 25 years, its services are in demand and not cheap. And no matter what approach the creators of the brand name or company choose, the main thing is the result, i.e. the success of a product or company.