Retail in Asia

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The long and short of brand names

After a study of over 2,000 home-grown Indian brand names, Albert Dali Naming Consultants has declared Sony Entertainment Television the longest brand name in India, with 27 letters and 10 syllables. Royal Challengers Bangalore came a close second with 25 letters, and Tribhovandas Bhimji Zaveri finished third with 24 letters.

Anantha Narayan, name consultant and founder of Albert Dali, says, "We wanted to demolish the long-standing myth that only short brand names work in India. We are a country with a tradition of mile-long monikers. So we analysed thousands of local, regional, and national brands across all categories. And we plucked out names with more than 10 letters. When we compiled the list, we found that over 100 brands made the cut. Hopefully this research will make people look at longer names more kindly."