Generating Appealing Brand Names
Table 1: Percentage of Blending Rules
['[BOLD] Rule Noun-Adjective', '[BOLD] % 40.10', '[BOLD] Rule Adjective-Adverb', '[BOLD] % 3.2']
We observed certain rules used in blended names from the description provided by the annotators in Özbal et al. A rule is a combination of unordered POS tags of the blended words (syllables). For example, SplitWise and WiseSplit are created from two syllables whose POS tags are verb and adverb. Hence, they follow the Verb-Adverb rule. Note that the percentage of names created using a certain rule are subject to discretionary choice based on the annotator’s bias. As in, for the same entity having similar properties, there can be two different descriptions from two different annotators leading to different empirical estimates. For example, data platform enables solving problems quickly or data platform is quick in problem solving. Here, we will have the same syllable quick in both sentences. However, in the former case, the POS tag is Adverb whereas, in the latter, it is Adjective. We observed that some of the blending rules were less frequent. Hence, we omitted the rules having less than 1% of the names under their category and called the rest as allowed rules. For example, a name using two syllables coming from words having verb as their POS tag is usually not created. An example can be SplitBreak formed by the syllables Split and Break. With respect to the data, this essentially removed three rules but had a significant reduction in the number of names generated.