In the world of branding, few things ignite as much debate or as much emotion as naming. A name is a brand’s first impression, its verbal handshake, its shortest story. But in today’s crowded hospitality landscape, that story is harder to tell and even harder to own in a way that’s distinctive, defensible and resonant across cultures.
At QUO, brand naming is more than a creative exercise. It’s a cultural strategy. Under the guidance of Maximilian Melamed, our Head of Naming, we approach each naming project as an alchemy of linguistic insight, market sensibility and storytelling spark. In this piece, we explore the shifting landscape of naming in hospitality and why fluency in culture and invention will define the next generation of brand names.
Naming Today: A Legal and Linguistic Minefield
In today’s globalised market, securing a name that’s both legally viable and culturally fluent is no small feat. The pool of evocative, one-word English names has been overfished, and it’s getting shallower by the day. As Maximilian explains:
“English-language names are becoming increasingly rare, especially if you’re aiming for global trademark clearance. That’s why more brands are moving toward coined (which is to say “creatively constructed”) names, or reaching into regional languages for something distinct and ownable.”
This shift is not only legal. It’s psychological. Familiar words can feel generic. Coined names, when crafted with care, can feel more ownable, distinctive, and memorable.
Trend 1: The Rise of Coined Names
Brands like Signia by Hilton or Miraval from Hyatt do not just stand out, they stand for something. These are names with imagination, with stories, with distinction. As real, English words become less and less viable, coined names provide a strong, creative way forward.
Coined names offer several advantages:
- Easier to trademark globally
- Tailored to suit brand personality and tone
- Less likely to come with cultural baggage
But they come with creative demands. Without existing reference points, coined names rely on storytelling, context and experience to build meaning. They need more than a good sound. They need a soul.
Trend 2: Language That Speaks to the Local
While coined names can be a great route, many hospitality brands are also looking to local languages to ground their identities in place and culture. Across Asia, the Middle East and Africa, we are seeing more and more names drawn from local language and cultural touchpoints.
Some go further afield, using languages both foreign to the brand and to the local market. Some might hope to play on cultural perceptions and signal quality or refinement. Some might simply hope to stand out. However, taking this approach comes with the risk of being labelled appropriation, so brands must tread carefully and consider the optics across all audiences.
A word that sings in one market might jar in another. Linguistic beauty must be matched by cultural insight and rigorous understanding of audience perceptions.
Trend 3: Brand Naming to Fit In
Lifestyle hotels. Island resorts. Wellness retreats. Co-living concepts. Hospitality is brimming with brand propositions that exude sameness. In this context, the name might be used as a tool to capitalise on that sameness.
Some brands intentionally choose not to stand out, instead embracing the familiarity of names that echo others in their category. By aligning with established naming patterns, they tap into existing consumer trust and recognition, making their brand feel instantly comfortable and credible.
Of course there’s a fine line to tread, no one wants to be a copycat, or risk brand confusion. There’s a certain finesse at play. Language, tone, and thematic inspiration become tools with which to thread the needle of feeling similar yet distinct.
“Standing out too much can be scary,” Maximilian says. “It’s taking a risk. Sometimes what’s right for the brand, what’s right for the property, is not to feel ‘different’ but to feel ‘similar’.”
What Inspires Naming Creativity?
For Maximilian, inspiration comes from everywhere, especially the cultures we work in. The historical strata of Cairo, the slang of Bangkok, the visual poetry of Bali. Each holds clues to brand names that feel fresh and true.
“Working across cities and cultures, you start to hear how words carry different weights and rhythms,” Maximilian reflects. “A name that feels strong in one context may feel soft in another. You have to listen closely to the world.”
Looking Ahead: The Borderless Future of Naming
As hospitality brands expand across markets, languages and identities, names must become borderless too. The best brand names of tomorrow will:
- Embrace cultural hybridity
- Use invented language to create distinction without baggage
- Invite curiosity rather than offering all the answers
The future of brand naming is not just linguistic. It is emotional. Strategic. Unapologetically human. At QUO, we craft names that do not just label, they live.
—
Naming a new brand? QUO blends cultural insight, linguistic creativity and global strategy to name hospitality brands that travel well and stand apart. Start your project with us and get in touch.
QUO is a strategic branding agency with offices in Bangkok, Ho Chi Minh, Singapore, London and Riyadh.
