Name Game #4: Name That Brand

By Laurel Sutton

June 8, 2011

The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below.

5 clues. 1 famous brand name. 0 shame in defeat.

Game #4: Name That Brand

  • Francis de Orellana
  • Tongass, Great Bear, …
  • One hectare of a brand!
  • There’s a lot of it in Brazil
  • It’s a big brand

Click through for the answer…

Answer #4: Amazon.com

No matter where you live, you’ve probably heard of Amazon.com. Launched in July 1995, Amazon.com sought to modernize and improve the book-buying experience by offering the Internet community a more efficient way to purchase its favorite literature. The company is named after the Amazon, one of the world’s greatest rain forests (along with the Tongass and Great Bear rain forests, Clue #2), which was first discovered by the Spanish conquistador Francis de Orellana in 1541 (Clue #1). Stretching across 25% of South America and nine countries – including Columbia, Ecuador, Peru, Bolivia, Venezuela, Suriname, and Guyana – the lion’s share of the forest exists in Brazil (62% in fact – Clue #4). Its basin equals 2.5 million square miles. Given its immense size, it’s likely that the commercial retailer wished to elicit associations with expansive inventory and endless product offerings. And, no doubt, associations with an adventurous and unusual buying experience were intended as well. But perhaps the greatest value in the Amazon name is that it is abstract enough to accommodate just about any product or service, lending itself to a potentially limitless portfolio of consumer offerings. Put simply, Amazon has wisely set itself up to move with the times, and as its business strategies change the name will stretch to accommodate those shifts. Sure, Amazon means “celebrated woman warriors”, but thanks to the branding efforts of this company, it now means so much more (Clue #3).

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