SABMiller Final Name Candidates for Fenrir

Fenr

ir Name Development: Fenrir Second Iteration!

Final Name (Legally Screened) Candidates for Fenrir

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Structural Linguistic Components & Corresponding Name Analysis

Our team analyzed each name’s phonemic and morphemic structure, paying attention to consonant class properties, gender evocations, and semantic qualities. We then looked at the aural-visual brand. Is the spelling intuitive? Is the name memorable and easy to pronounce? A name must take into account all this, while communicating its message simply and elegantly.

We specifically utilized methods that target sources of error in proprietary names, primarily pronunciation, written application (scriptability), and orthographic appearance. Our linguistic team searched for any potential areas of conflict in the trade name candidates with regard to existing trademarks and common law usage utilizing boolean and truncated search methodologies.

Our linguists employed a wide-ranging empirical

investigation of word use, function and meaning.

Spirited Lager Fenrir

Emotion Delightful /Thrilling Fenrir excites young men and some adventurous transport to other women with visions of a dark, intense, mythic worlds world. Older men are sceptical

Function High ABV matched High ABV fits immediately with this concept, with captivating which is seen as suited for concerts and wilder taste that adds parties. It could come out later in the evening something special to and provide a complement to Vodka or even an the occasion alternative for younger men. It is a concept that

adds energy to the night.

Reason to Believe

Imaginative flavours The manly packaging, its reference to dark beers in authentic beers and wild animals, combined with high ABV

provide a ‘macho alibi’ for the otherwise quite feminine Dark Cherry and Caramel flavours.

Source of Volume

Of all the concepts this comes closest to providing an alternative to Vodka in up tempo occasions for young guys and some women. Imagined coming before and after Vodka and as an alternative to standard beer for young men and RTDs or cocktails for women

Fenr

ir Name Development: Fenrir Second Iteration!

Fenrir generated the biggest reaction, nothing like this has been seen - Polarised strongly Young men were most favourable (older men more circumspect) Oddly, the older women were more enthused than the younger! To the fans it is a fabulous expression of Viking mythology, resonates with the Polish virtue of Courage To the cynics, it is exaggerated and absurd (guys who want to be Vikings!)

“This wolf matches our Polish character, Vikings, strong heads” Man 25-30

“We like this mood, the mood of drinking, of legends, or darkness”. Man 25-30

“The image is great. Wolves, Vikings, amazing, like it” Woman 31-40

“Vikings and Gods is a disaster. Why biting the hand?” Woman 25-30

Fenr

ir Mythic drama captivates, and polarizes

Name Development: Fenrir Second Iteration!

Fenr

ir Some women responded very positively to the mythology The proposition is seen as talking to the male psyche, i.e. Fenrir is understood to promise to ‘give you Wolf Spirit’ - Fierce, brave, courageous At a more functional level, seen as an energy boost Some women thought this was just for men, but other women felt the appeal Especially given the seductive taste proposition

Unambiguous male focus, but emotions resonate for some women too


Highly distinctive, impactful, new The overt masculinity in the wolf image, white writing and black But note the Wolf connects with symbolic traditions (bears, wolves, eagles) Hence a modern take on a traditional theme Please note that given the deep semiotics of black and white (meaning ‘death’), we would suggest considering introduction of another colour to raise spirits

Pack is extremely powerful Fe

nrir


Fenr

ir Fenrir

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Due to new Guidance from the EMA NRG which went into effect January 1, 2015, Brand Acumen will begin compliance checks with the lead name candidates on this list. We have included the new 2015 Guidelines for EMA’s NRG as an addendum.

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Final Name Candidates

Fenr

ir

3!

9 Fenr

ir Aita

Name Development: Final Name Candidates!

Aita Scriptability

Aural Comprehensibility

Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics

Durability & Longevity

Ease of Pronunciation

Gender Properties

Phonemic Simplicity

Quantitative Score/100

7

6

8

7

7

9

7

7

8

6

72

10 Fenr

ir

3!

11 Fenr

ir Valden


Valden Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


9

9

9

10

9

9

8

9

10

9

91

12 Fenr

ir

3!

13 Fenr

ir Foxwarren


Foxwarren Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


7

8

9

6

8

10

7

7

8

7

77

14 Fenr

ir

3!

15 Fenr

ir AlderWolf


Alderwolf Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


7

8

9

7

7

9

8

7

8

8

78

16 Fenr

ir

3!

17 Fenr

ir Morkstadt


Morkstadt Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


6

7

10

6

7

10

9

6

7

7

75

18 Fenr

ir

3!

19 Fenr

ir Fentyr


Fentyr Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


8

9

9

9

8

10

8

8

9

7

85

20 Fenr

ir

3!

21 Fenr

ir Wolfen


Wolfen Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


9

9

9

9

9

10

7

9

8

9

88

22 Fenr

ir

3!

23 Fenr

ir Wolfstone


Wolfstone Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


7

9

9

7

8

8

7

7

7

7

76

24 Fenr

ir

3!

25 Fenr

ir Skade


Skade Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


8

6

10

8

8

10

6

7

9

8

80

26 Fenr

ir

3!

27 Fenr

ir Timberwolf


Timberwolf Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


7

9

9

9

8

9

10

7

8

8

84

28 Fenr

ir

3!

29 Fenr

ir Fenraven


Fenraven Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


8

8

9

8

10

9

8

9

8

8

85

30 Fenr

ir

3!

31 Fenr

ir Balder


Balder Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


10

9

9

10

10

10

8

9

8

9

92

32 Fenr

ir

3!

33 Fenr

ir Balderwolf


Balderwolf Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


10

9

10

9

9

9

8

9

8

8

89

34 Fenr

ir

3!

35 Fenr

ir Baltar


Balter Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


9

8

8

8

7

7

6

7

7

6

73

36 Fenr

ir

3!

37 Fenr

ir Elixi


Elixi Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


6

7

9

6

7

9

8

6

8

6

72

38 Fenr

ir

3!

39 Fenr

ir EverLure


EverLure Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


9

9

10

9

9

10

9

9

8

8

90

40 Fenr

ir

3!

41 Fenr

ir Fentur


Fentur Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


8

6

9

9

8

9

6

6

7

7

75

42 Fenr

ir

3!

43 Fenr

ir Dark Twist


Dark Twist Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


9

9

9

8

9

10

10

9

9

9

91

44 Fenr

ir

3!

45 Fenr

ir Celidar


Celidar Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity


8

9

10

8

9

10

9

8

9

8

88

46 Fenr

ir

Presentations & Public Speaking

SABMiller Final Name Candidates for Fenrir