Know-How Exchange : Taglines/Names

Levon -

I thought about that, but the issue is that I really want something to reflect the AREA - "TIGER" doesn't evoke anything for the Philippines, Laos, Burma, Vietnam, Malaysia, etc

Depends where you are opening the eatery. If you were opening the eatery in the U.S. - say the SouthWest -- I would suggest picking an obvious name that has association that people can relate your product to and recognize what you are about. Most of the general market does not have a cultural awareness of the differences between say Maylay and Singapore cuisine -- all they know is noodle houses. Yes there are portions of the population that have knowledge, but a majority don't. The reason this is is because their perceptions of this kind of food go back to pre-existing establishments which have molded a general perception of what is generally accepted and not accepted with regards to Asian eateries.

That is why I suggest such an iconic yet generalized approach to your naming. However, at the same token you have to be able to rock the boat and build a brand for yourself -- something that screams eat here. So I would take a variation of the Tiger concept. Plus Tigers did exist in most regions of Southeast Asia before being hunted to extinction. Its something that reaches across borders.

However, you are the decision maker. Maybe you can defy some of my suggestions and create a whole new branding approach which will re-shape the marketing and branding practice of eateries.

sorry for the typo, it should be

Mekong Valley

We are opening the restaurant in Long Island (Nassau/Suffolk, not Queens/Brooklyn).

I like the thinking on some of the suggestions, and maybe I'm getting nit-picky, but here is some of my thinking (and Levon DID say "I would suggest picking an obvious name that has association the people can relate your product to")

Mekong Valley: This has a "catchy" ring to it, but it really only includes Laos, Cambodia, and Vietnam (Border of Thailand if you want to get picky :-^ and we're not including China at all) - nothing about Indonesia, Malaysia, Philippines, etc...

Indo-China: There are a couple of restaurants in Manhattan named "Indochine"

We're not going to be a take-away - more of a sit-down place

Water Buffalo: Has a connotation to the kind of meat we serve :) -

Nusantara: could be a "maybe", but no one has any idea at all what it could be. It really only reflects the archipelago islands of Indonesia and some of Malaysia - there's also a local airline in Indonesia with that in the name - don't think there would be any copyright issues...but.......

Spices could be a maybe - I'd have to think about a spice that is common to most of the countries

If I could have maybe a mix of names (Maybe somewhat comical like a Mexican/Irish place called "Paco O'Reilly's" or Kosher/Native American called "Tonto Goldstein's" :)

Stilt House - This is a little on the catchy side, but it doesn't really fit if the architecture of the restaurant isn't on stilts.

So - am I being too nit-picky, or should I look for something that is less inclusive?

Saul...hmmmm now - THAT's more towards what I am thinking.... :) Let me mull those over.

thanks!

Hi there

i think you have to look for conjoined names for the restaurant as there is no such single common factor in the ASEAN region except the "tiger economy", to the best of my knowledge.

some more suggestions...

"RainForest"

"Ginger & Turmeric" (although these spice is also used heavily in Indian Subcontinent)

"Coconut" or "Coconut Milk" or "Coconut Rice"

(i think all the ASEAN countries have this tree and its used in cooking some delicacy or other i.e. Nasi Goreng of Malaysia and Indonesia)

"Scarves & Sarongs"
(teaming the 2 traditional dresses of Islam and Buddhism, although this might fit better for a ASEAN clothing store)

hope this helps

cheers!!