What’s in a name?

More new words – and our verdict

Archant, Alligard, Gardant and Signant All these four, shortlisted names were rejected in favour of the more sturdy BAE Systems, following British Aerospace’s acquisition of GEC’s defence interests. Chief executive John Weston said: `We are no longer just British, and we are no longer just in aerospace.’

10/10 for rejecting the shortlist.

Invensys Executives at Siebe and BTR spent four months trawling through 3,000 possible names, led by a corporate branding consultant, to find at name to compete with the likes of Honeywell and Siemens.

9/10 Sounds familiar already.

Astrium Complex, this one. Matra Marconi Space, a joint venture between France’s Matra and the part of GEC which was being sold to BAe (and hence could no longer be called Marconi) merged with Daimler-Chrysler’s aerospace division and, naturally, took this new title.

9/10 A real star name.

Corus Formed from the merger of British Steel and Koninklijke Hoogovens, the name was chosen from a list of 2,000 suggested by employees and external consultant Enterprise IG. The merged Anglo-Dutch company had to drop `British’ from its title. The name means nothing in any language.

8/10 Hope the harmony lasts.

Enodis Latin can be vital in inventing new names, as most English words are registered, especially as dot.coms. Catering equipment maker Berisford found the solution: they took `Enodis’ from the Latin `enodatis’ meaning `solution’.

10/10 A classic choice.

Nemesis? All food for thought for Haden McLellan, which in March promised to come up with a new identity now a six-year restructuring is complete. Good luck to them.

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