What’s in a name?

Tata Motors plans to drop the Zica brand name. EPA

The Zika virus has had an unlikely effect on the Indian car-maker, Tata Motors

If you want to understand the challenges of choosing a name for a product in the increasingly interconnected marketplace, look no further than Tata Motors. The Indian car maker has just announced that it will rename its new hatchback car, the Zica, because it sounds similar to Zika, the mosquito-borne virus that has sparked a global public health emergency. Tata is simply the victim of bad timing – although, luckily, the car has not yet been launched so the cost of the change will be minimal.

This incident is not unique. ISIS was the name of a Belgium chocolate until the extremist group also known as ISIL became prominent. Other products – such as the Romanian hot drink Urinal, and the Iranian detergent Barf (“snow” in farsi) – persist but, for obvious reasons, they are not marketed in the English-speaking world. However, the coffee brand Deepresso might sell well if it were available outside of Japan.

As for Tata’s dilemma, perhaps readers can suggest a new name that sends a more positive message about its latest vehicle.