Corrugated Structural Engineering (CSE) designs innovative high-performance applications for high-strength corrugated cardboard

CSE has developed a line of casual furniture products (i.e., chairs and sofas) that use high-strength corrugated cardboard (instead of wood or metal) for the framing

Furniture Features:

• Self-assembled with foam padding and upholstery
• Designed and tested to accommodate a 250-lb person for a useful life of 3 to 4 years of everyday household use
• ScothGuard Fabric Protection
• Chairs priced from $99 to $129. Sofas from $199 to $299
• Each chair/sofa available in 12 options (3 styles x 4 upholstery)

Target Audience: People living away from home for the first time. (e.g., young adults & college students)

Primary competition is thrift store or hand me down furniture

Generate a shortlist of names

Each person/team needs to generate a list of at least 10 potential brand names for the new product. These names should include at least 2 names from each of the types listed below.

Descriptive/Suggestive (e.g., Hamburger Helper, U-Haul, Under Armour):

Blended/Bridged (e.g., SnackWells, Facebook, Travelocity):

Connotative (e.g., Energizer, Twitter, Jaguar, Staples):

Altered/Constructed (e.g., Acura, Febreze, Intel):

Eliminate any names that:

• Have low fit with the desired positioning statement
• Seem to have undesirable associations
• Currently in use by another furniture, home decorating, or retail brand

Pick the one name you want to have tested and submit it here: