Economy & Politics

Photo series DHL, Lego, Maredo – what’s behind well-known brand names

A good brand name is a science in itself. Sometimes originality is key, sometimes it only disturbs. The founder’s family name is often used as a brand and is only charged with meaning by the quality of the products. Some brand names, however, remain so meaningless that the recognition value goes to zero. Others are obvious and sound good, but have a different catch, which may only become apparent over time. In the 1990s, the US rock band Live really didn’t make it easy for fans to find them on the Internet.

Brand names are pervasive like the names of friends and colleagues. It is generally known that Adidas is named after founder Adolf Dassler or that Aldi is made up of Albecht Discount. AEG simply stands for “General Electricity Society”. But what is behind DHL, what is the call in Lego, are there any Maredos in South America and why should Aral be named after the Aral Sea?

Well-known brand names have this meaning

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