When deciding on a name for your firm or event, there are some useful pointers that would definitely be tacky. Tacky can be understood in two ways, depending on your target audience. According to some English speakers in the United States, tacky means “sticky” – just like superglue. However to some English speakers, “tacky” can be perceived in a bad light – describing something as being too flashy due to bad taste. In the business sense, there is one language that appears to stand out – French. This is not surprising as many property developers or business proprietors in Asia employ French when naming new apartments, restaurants, boutiques, retail products and even events! Examples include Laneige, Etude House, Shiseido’s Maquillage cosmetic series, Saveur and Poulet.

Connoisseur-A Blend of English and other language


However, there are also business enterprises which adopt a blend of English and another foreign language. For instance, this phenomenon is reflected in The Connoisseur Concerto and Spayuri. This trend of using pseudo-French or pseudo-Japanese names for businesses aims to exploit the sophistication of French and Japanese cultural stereotypes. In short, property developers in Asia mentioned that using a foreign language adds value to their development, reflecting elegance and prestige of the dwellings. Other Asian businesses seem to utilize this value adding feature as part of their branding efforts. This is especially ubiquitous in the beauty industry.

Etude House- Skincare Brand with a French Name


“Etude” (Etude House) which is a French word – étude, also refers to a musical composition. The meaning that Etude House aims to convey is their aim to beautify young women through their alluring products, similar to the beautiful composition by famous composer Frédéric Chopin. Another cosmetic product, Laneige – refers to snow in French, aims to beautify women through their sophisticated products that are carefully produced from “water science”, enabling them to achieve a radiant skin that glows.

Spayuri- Another Ingenious blend of English and Japanese


Another ingenious blend of English and Japanese can be observed in another branding effort by Spayuri. Notice how spa and yuri appears as a coinage here. Spayuri conveys the underlying message of health and wellness, as well as an embodiment of beauty and sensuality from the Japanese female name Yuri and the kanji (Characters that represent Chinese loanwords in Japanese) meaning lily.

These businesses have successfully marketed themselves in the intense globalized competition. One important tip shared by marketing gurus lies in naming your business affectively.

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