After a long series of mergers, a group of investors bought Aegon Recreatie Holding B.V., the owner of a large number of holiday villages in various countries.

They had discovered a need in the market for holiday parks where you could go for relaxation and quality time with the whole family.

The challenge was that the category as a whole was seen as rather cheap and noisy.

Therefore, the client decided that they wanted to create a whole new category of holiday villages. They asked Globrands for a brand name that would make the difference very clear.

When you name a brand, you have to make a decision on how clear and descriptive you want the language to be, versus how unique and ownable.

This sounds like a theoretical excercise, but with Globrands it's not, because we create naming examples for each nuance and show them in context. That way, a strategic decision becomes very tangible.

Two proposals were spot on. One, Landal, had the advantage of being distinctive and ownable. The other, GreenParks, had the advantage of being clear, descriptive and still unique in the holiday market. However, because of its descriptiveness it was hard to claim and protect as a wordmark. Besides, a name that refers very specifically to the offering may become a hindrance in the long run, as the brand expands and launches new offerings in new markets. 

The solution was combining the two into a brand name followed by a unique descriptor. This allowed for a very strong verbal foundation defining a new brand in a new category: Landal GreenParks.

Right now the company owns more than a hundred holiday vilages in the Netherlands, Austria, Belgium, The Czech Republic, Denmark, Germany, Hungary, Switzerland and the United Kingdom.