English is the most widely used language while Mandarin Chinese is used by the largest number of people around the world, but if we want to find a truly international language, it would have to be numerals. Numerals are standardized world-wide, recognized across cultures, and have simple forms which make them excellent tools for naming. However, numerical names have also caused confusions to consumers. In this issue, we explore the math behind brand naming. 

Many brands use varying numbers within brand names to classify their products, identifying new product series or newer versions of existing products. NVIDIA, a manufacturer of graphics processor units, has been using this naming strategy for their Graphic Force products by using continually increasing numbers each year: GF 5000 in 2005, GF 7000 in 2006, and GF 8000 in 2008. This helps consumers to easily recognize each newer version of the product. 

This method surely reduces naming costs, but should be used with caution for companies with larger product range. As Nokia developed its many product series, their alphanumerical names grew increasingly complex and confusing. Confronted with names like Nokia 8600, Nokia 6275i, Nokia N95, and Nokia E90, consumers could not discern between products. This was a common phenomenon among mobile phone brands until recently, when Motorola launched its Ming series and LG its Chocolate phones. Both enjoyed great success because they chose to use meaningful names in a market saturated with numbers. 

That is not to say, of course, that numerals cannot confer meaning. Quanxin 520 is a Chinese wine which successfully position itself as a wedding banquet wine. In Mandarin Chinese, the pronunciation of 520 sounds very similar to “wo ai ni”, which means “I love you.” 8848.com, an e-business website, got its name from the renowned height of Mount Everest, measuring at 8,848 meters. This number connotes ambition and achievement. Ever since China won the 2008 Olympic bid, the number 2008 has become a very important number in the history and culture of China, and therefore widely used commercially. 

The key to numerical naming is to make sure that the numerals enhance the name’s communication. Rightly used, numerals can help to identify product features, reaffirm brand attributes, and create a lasting impression for the consumer.