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.

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