Name Critic rates ING

ING®
Technical
Presentation
Our Rating
3
7
Background:ING – Ouch! We have struggled with this name so much recently we just had to mention it. What were they thinking? Sure it might have worked internally….but look at all the money they are spending just trying to explain that it is a name, not an ending. What’s more, is the name pronounced “ing” just like the end of running, or the common Vietnamese name Ng?So why isn’t it written Ing then? Since it is not initials. OK, they have a lot of money and can brand anything….but what an effort. And only insiders know this name came about as they tried to rid themselves of other parts of it that had been besmirched in a scandal.
At least they tried to do something friendly and traditional with part of their logo. They obviously do not run with the bulls or the bears….they are the lion at rest. Visit them at www.ing.com.
<– Previous

All views expressed here are the personal, subjective opinions of the staff of Brighter Naming.
Your comments and name suggestions are always welcome.

Names analyzed are trademarks or registered trademarks of their respective owners. Please respect and preserve them.

Naming Articles

Brand insider articles from an experienced marketing team.

Oct 2021: The devil is in the trademark details

Mar 2019:The Power and Value of a Trademark

Jan 2019:4 common branding mistakes

Oct 2018: You named it What?

Linked In

Share this page on LinkedIn:


See his industry naming commentary (where he takes a critical look at names) via the blog on this site