Rules For Luxury Nomenclatures

"Wobbles the Mind" (wobblesthemind)
11/19/2016 at 22:50 • Filed to: Naming Schemes

I think we all are confused on how to create branded product nomenclatures. Well since no one asked for my expertise on the matter I’ll offer them free of charge! This is like opening a bag of wormed cats so prepare yourselves, it’s going to get pretty hairy.

The Rule of Four Styles

When markets have many “styles” of the same product they will usually follow the Rule of Four Styles :

Practical - A style consumers default to due to basic needs being met.

Compromised - A version that takes away defining traits of the practical product in order to add more visceral components.

Highly Practical - A version that exaggerates the defining traits of the practical product in order to exceed basic needs.

Highly Compromised/Specialty - A version that prioritizes the visceral components over needs or is used to showcase the brand and build value and interest.

In the automotive market your Practical vehicles are your Sedans , the Compromised vehicles are the Coupes , the Highly Practical vehicles would be the Hatches/Trucks , and the Highly Compromised/Specialty vehicles will usually be your Convertibles and 2-Seaters . Thus, you will need to have unique designations for four bodystyles that fit those categories.

Example 1: Mercedes uses no nomenclature for the sedans, CL for 4-door coupes, GL for SUVs, and SL for roadsters. They do not need a designation for 2-door coupes or wagons because they would only cause confusion since CL and GL already cover a bodystyle within the same category.

Example 2: Cadillac uses CT# for the sedans and XT# for the SUVs. Cadillac still needs a designation for a Compromised vehicle and another for their Specialty vehicle. They could use EL# for their Compromised dedicated hybrid and electric models. They could use XL# for their roadsters.

!!! UNKNOWN HEADER TYPE (MULTI-LINE BREAK?) !!!

There are four basic levels of vehicle hierarchy which are easily remembered by utilizing the Four Es : Entry Level , “E”ntermediate Level , Executive Level , and Elite Level . This goes across all brands, models, and trims regardless of whether you are using any old noun, alphanumeric, or omega-geometric as your designations. These four categories must be accounted for in order to be prepared to offer a complete portfolio.

Model Size Example: Subcompact, Compact, Midsize, Fullsize.

Model Example: 4-Cyl, 6-Cyl, 8-Cyl, 12-Cyl

Trim Designation Example: Base, Sport, Premium, Limited

No matter what you do, if you aren’t prepared to offer four levels then you WILL f*ck up whatever system you establish and need to rework the entire thing! Note also that offering more than four levels will come across as initially overwhelming.

I must reiterate, when it comes to nomenclature systems, you need to make sure your system has at least four distinct variations. It can be Fiesta, Focus, Fusion, Taurus. Even without an obvious heirarchy people will remember the order. However, once you add in a fifth model you’ll begin running into heirarchy confusion. Now if you decide to use numerics or alphabetical designations then you can get away with extra diversity, but just because you can get away with something doesn’t mean you’re immune to future consequences.

Building Your Own Brand

Step 1

Let’s say you are a new brand needing a new nomenclature. Start by choosing your Four Styles and name each one. Any additional bodystyles you offer will need to be in addition to whatever main bodystyle category it falls under.

Practical : Sedan - “Odd #-Series”

Compromised : 2-Door Coupe - “Even #-Series”

Highly Practical : SUV - “X-Series”

Highly Compromised/Specialty : 2-Seaters - “Z-Series”

If you decided to offer a wagon or hatchback version of the sedan then you would need to place a designation after your sedan’s “Odd #-Series.” Making a coupe version of an SUV allows you to mix the “Even #-Series” and the “X-Series” or you can just write “Coupe” after whatever X-Series the new style is based on.

Step 2

Figure out some thematic names covering the Four Es for the model lines. Perhaps you want to use mythical animals and decide to utilize Unicorn , Dragon , Minotaur , and Demuro . The heirarchy isn’t evident in the names but because there are only four designations most people will remember the order with high accuracy.

Step 3

Continuing with the “Four E s” rule, figure out four designations to cover the model line and trim divisions for your products. They can be equipment, appearance, performance, or a combination of those levels. Either way, you will want four unique terms that denote these divisions within the same product line. You can offer less or more divisions, however you need to have a system that works with four designations and vary from there.

Example: Audi has A , S , and RS . Due to not preparing a fourth designation they are stuck using RS “Performace Plus.” Tsk, tsk.

Check It Out

I know you’re lost as hell, it’s OK because even the automakers have messed this up horrifically. But to those that follow the Rule of Four Styles and the Four Es you can readily figure out the problems with any automaker’s nomenclature system AND repair it. The only thing better than being a know-it-all over the internet is being a know-it-all in person! Now go forth and complain factually!!*

*It’s factual as long as someone else said it first, you’re welcome.