BRAND NAMING · BRAND ARCHITECTURE
Panasonic Avionics
The challenge
Panasonic Avionics had developed a new seatback entertainment product designed to make inflight technology more modular, maintainable, and personalized. Bringing it to market required a name that could communicate the value of the innovation to airline customers and live comfortably within the larger Panasonic Avionics portfolio.
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The existing portfolio included technical nomenclature shaped by years of product development and internal use. Understanding that landscape became part of the naming process, particularly because the new product needed to work across sales conversations, trade shows, technical materials, and airline-partner communications.
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I mapped the relevant products and services, clarified where the new technology belonged within the brand hierarchy, and used that structure to develop and evaluate naming directions. The process considered the immediate product experience as well as the role the name would need to play as the technology entered the market.
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The final naming strategy gave the new product a distinct identity grounded in its value to customers, with a clear relationship to the Panasonic Avionics brand and the broader portfolio around it.