Turkey’s unusual brands

In becoming a known brand, quality and customer satisfaction are two essential factors.

Of course, choosing product names and slogans that set a brand apart from competitors is also a crucial part of this whole process. Those who are really intent on making their brands distinctive turn to some very unusual names and expressions in this quest. Some of the product names and slogans registered with the Turkish Patent Institute (TPE) in recent times include notables such as “Obama,” “Roberto Carlos,” “hain köfte” (traitorous köfte), “Nasılettin Hoca” (a play on the famous Turkish character name of Nasreddin Hoja), “kelle koltukta,” (a phrase akin to putting one’s head into a lion’s mouth) and “Pilipis” (which sounds quite familiar to, you got it, Phillips). And now the TPE has gathered some of the more unusual examples into a book called “Unusual Brands,” published by Kapital Medya (MediaCat). Some of the more striking examples are from a trademark application for funeral service products called “Eşim Nerde” (Where is my spouse?) and an application for monetary and insurance services called “Ben Keriz Değilim” (I am not gullible).

Burak Obama pasta

It appears that one favorite arena for those wishing to create an unforgettable brand name in these days of increasing competition is by looking toward national and international politics for inspiration. The names of US presidents, current and former, seem to be one particularly favored choice. The TPE has received applications for a brand of alcohol called “Black Bush,” as well as for “Bye Bye Bush” from a company making shoes and socks. And don’t be surprised if you soon see a clothing company trying to sell items like skirts, blouses and sweaters under the label “Clinton.” As for Barack Obama, perhaps he is not aware that the TPE received an application for the name “Burak Obama pastas”! (Burak is a Turkish male name.)

Perhaps not surprisingly, the names of famous people from the fashion, acting and sports worlds are all popular among those trying to find memorable brand names for their products. Some of the most popular are names such as Ronaldo, Maradona, Madonna, Ricky Martin, Kimi Räikkönen, Paris Hilton and Heidi Klum. But rest assured, Cem Yılmaz has not been forgotten either; what sort of jokes do you suppose this famous Turkish comedian would make if he found out his name was used for a brand of Arab soap or a type of urinal?

The TPE has received around 800 applications for brands with the word “dünyası” (world) in them. For example, first there was “Ayakkabı Dünyası” (world of shoes), which then led to “Çorap Dünyası” (world of socks) and then “Baharat Dünyası” (world of spices) and on it goes.

What’s in a name?

Nasılettin Hoca, Tasmalı Konak...

This book of brand names and slogans from the TPE also includes many names that were clearly inspired by certain songs or even TV series. Here are some:

Nereme (inspired by a Turkish song and loosely translated as “Where on my body?”): Henna, nail polish, lipstick, mascara, cream, hair dye, shampoo, eye shadow, blusher, powder, toilet paper, craft paper and drawing equipment.

Tasmalı Konak (inspired by famous Turkish TV series “Asmalı Konak,” with Tasmalı meaning “with collar”): A dog training center offering Turkish hamam services, a beauty salon, massage, coiffure, as well as veterinary services for dogs.

Ya Sabır (Grant me patience): Rat traps, bug and fly traps.

Eşim Nerde (Where is My Spouse?): Funeral services, marriage bureau services.

Nasılettin Hoca (meaning “How did you do it, Hoca?” inspired by the character of Nasreddin Hoca): Whips, harness sets, saddles, reins and consultation services related to these types of subjects.

Pantol10 (a creative use of the word for ten (on) in Turkish): Pants, shorts, Bermudas.

Kayıp Ruhlar Kıraathanesi, KRK (Lost Souls Coffeehouse): Restaurant, cafe, coffeehouse.

Noikta telephones, ÖLKER bread

The most amusing section of this book on brand names involves those names and slogans that make you say, “Now, where do I know that name from?”

Noikta: Telephones, faxes, tele-faxes.

Geogle: Television and radio broadcasting services.

Bulgurking: Restaurant services.

Toys Aras: Games and toys.

Kostra: Bleaching and cleaning products.

Pilipis: Lighting equipment, electric and gas appliances.

APÇ: Bleaching and cleaning products.

Çff: Bleaching and cleaning products.

ÖLKER: Bread.

Starbox: Foods and drinks.

NIKKE: Shoes, etc.

Daiads: Shoes, etc.

The spirit of Davos in brand names!

Apparently, the outburst last year by Prime Minister Recep Tayyip Erdoğan at the Davos summit was an inspiration to some ambitious firm owners. There were more than 10 different “One Minute” brand name applications made to the TPE in the wake of that event.

Davos Ruhu (Spirit of Davos) One Minute: Baking powder, milk and milk products.

One Minute: Pipeline and transportation services.

“One Minute”: Shoes dyes.

Van Minut: Perfumes and cosmetic products.

Van Minuts: Yeasts, baking powders, teas.

Brands boastıng famous names

Ricky Martin: Headscarves, whips, canes, gel.

Heidi Klum: Automatic ticket machine, cash machine, statue, cuff links, tie pins, watches and other time pieces.

Paris Hilton Residence: Construction services, construction vehicles and heavy labor vehicle renting services.

Obama: Diet products.

Burak Obama: Pasta, varieties of mantı, desserts.

Karl Marx: Gold, jewelry, precious stones.