Brands carrying the names of their founders have a human touch and make their customers create easier connections to the brand. That’s because people prefer to connect with other people than with objects and services, or their fabricated brand personalities.
Founders’ names are pretty common: McDonald’s, Disney or Louis Vuitton give a personal note to companies that retain personalized history in their name even when they change their ownership structure.
However, the personal name can be used in brand naming even in fictitious form. For example, the optics from Rijeka that was creating a new brand name after leaving the Italian parent company, wanted to retain the Italian feel in the name of the new company. Therefore, Zambelli Brand Design offered the name Vistini, which sounds like an old Italian family name, and is a derivative of the word ‘vista’, which means “view” in Italian.