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80
Conceptualisation
Naming
Process
Word-association Map
Initial Name Options
• Anivarya
• Fundamental
• Kutch Khar
81
Word-association Map - Hand-made Word-association Map - Flavour
82
Word-association Map - Kutch Word-association Map - Raw
83
Conceptualisation
Naming
Process
Second Round of Name generation
Name options from second round of word mapping
• White Nest
• Desert Harvest
• Ekatra
• Aaswad
84
Conceptualisation
Naming
Process
Final Name Options
Ekatra
Language: Gujarati, Marathi, Hindi
Meaning: Collecting, collected, together
+ Easy to pronounce
+ Easy to understand
+ Strong Story
- Doesn’t relate to a food related product
- Maybe difficult to pronounce for
 international market
“I relate it to the number one.”
“Its fun to say!”
Anivarya
Language: Gujarati, Sanskrit, Hindi
Meaning: Indispensable, Essential
+ Sense of Mystery - (not common)
+ Aligned with values of the product
+ Association with Indian culture
- Not sure what the product might be
- Sounds like Anniversary
- Not too easy to pronounce
“I would want to know more about it.”
“It sounds like something new”
-
85
Naming
Process
Final Name Options
Desert Harvest
Language: English
+ Strong story
+ Oxymoron - sense of mystery
+ Easy to pronounce
- Sounds like a crop/farm related brand
- Existing company name
“It sounds intriguing. What gets harvested in
 a desert?”
“I think it would be dry and bland.”
Kutch Khar
Language: Hindi
+ Easy to understand
+ Communicating location
+ Fun to say
- Sounds harsh
- Very literal
“It reminds me of ‘khara’ which means
brackish.”
“I think of Khar in Mumbai.”
-

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Branding - Name Options

  • 1.
  • 2. 80 Conceptualisation Naming Process Word-association Map Initial Name Options • Anivarya • Fundamental • Kutch Khar
  • 3. 81 Word-association Map - Hand-made Word-association Map - Flavour
  • 4. 82 Word-association Map - Kutch Word-association Map - Raw
  • 5. 83 Conceptualisation Naming Process Second Round of Name generation Name options from second round of word mapping • White Nest • Desert Harvest • Ekatra • Aaswad
  • 6. 84 Conceptualisation Naming Process Final Name Options Ekatra Language: Gujarati, Marathi, Hindi Meaning: Collecting, collected, together + Easy to pronounce + Easy to understand + Strong Story - Doesn’t relate to a food related product - Maybe difficult to pronounce for  international market “I relate it to the number one.” “Its fun to say!” Anivarya Language: Gujarati, Sanskrit, Hindi Meaning: Indispensable, Essential + Sense of Mystery - (not common) + Aligned with values of the product + Association with Indian culture - Not sure what the product might be - Sounds like Anniversary - Not too easy to pronounce “I would want to know more about it.” “It sounds like something new” -
  • 7. 85 Naming Process Final Name Options Desert Harvest Language: English + Strong story + Oxymoron - sense of mystery + Easy to pronounce - Sounds like a crop/farm related brand - Existing company name “It sounds intriguing. What gets harvested in  a desert?” “I think it would be dry and bland.” Kutch Khar Language: Hindi + Easy to understand + Communicating location + Fun to say - Sounds harsh - Very literal “It reminds me of ‘khara’ which means brackish.” “I think of Khar in Mumbai.” -