Billion dollar brand names.
Wi-Fi was created by Edward Saenz and Lucien Etori for WECA to simplify and standardize wireless networking.
Inspired by Hi-Fi, the rhythmic name signaled a universal standard, fast, interoperable, and reliable.
“Wireless Fidelity” was briefly introduced, but the name quickly proved it needed no explanation.
Wi-Fi has no official valuation. Yet it may be one of the most economically powerful names ever created.
The name Sempra Energy was created for the merger of Enova and San Diego Gas & Electric.
With a subtle nod to Semper Fidelis—a reference the CEOs and Chairmen responded to well, the name was designed to convey enduring strength, stability, and the ability to deliver energy solutions reliably, without fail.
Today, Sempra’s market capitalization is approximately $60 billion.
The name Herceptin and the INN trastuzumab was created for Genentech’s HER2 targeted oncology therapy.
At its peak, Herceptin generated approximately $7 billion in annual revenue, and continues to deliver $1.5–2+ billion globally despite biosimilar competition.
Expedia was developed for a Microsoft travel venture.
Research showed that audiences experienced travel booking as time-consuming and complex.
The name was designed to signal a simple idea: expedited travel planning.
Today, Expedia Group’s market capitalization is approximately $25 billion a reflection of the enduring power of a name aligned to a clear audience need.
The name Kisqali was created for Novartis’ targeted oncology therapy.
Designed to feel distinctive, modern, and globally adaptable, the name balances scientific credibility with memorability in a highly regulated category.
Kisqali has become a leading therapy in its class, generating approximately $2–3+ billion in annual global revenue.