How do I name a department?

This question seems trivial as the name should express the function of the department. But if this department is to be found and contacted by clients, and when it should not only convey the function of the department, but also fit into the overall image of the company, it suddenly isn’t that trivial anymore.

By way of an online survey, we tested the preferences for different names. We started with spontaneous associations, only afterwards didwe show the name of the company and compared it.

The associations surprised us in part, as well as the result that Austrians like hyphens in long words. The winning-name clearly stood out, it was a German name, because while English names may sound more modern, they aren’t that likeable.