Subaru wanted a name to launch themselves into the explosive SUV market and leverage the popularity of its Outback sedan.


Forester expresses the idea of freedom, utility, and know-how – all crucial characteristics in the category. It signals ‘larger’ in a way that works with Subaru’s audience of unconventional outdoor enthusiasts. Today, the Subaru Forester is one of the top 10 best-selling SUVs in America.

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do