Collection: Reassuring Names

Brand names take on a pre-eminent role in communicating to potential consumers something of value about a company. As is the case with the majority of products on the market, many brands of e-cigarettes (e-cigs) are named in order to send particular messages to consumers.

Many brands of e-cig companies use variations of the word “smart” in their ad brand names (e.g. Tru, intellicig, smart e-cigarette, Pure, and Pure Smokeless). The choice of the brand names also extends to tobacco companies' efforts to ease the health concerns of worried smokers. This includes using names that promote the purity of the product as well as applauding the intelligence of the consumer for choosing the digital product over a conventional combustible cigarette.

E-cig companies frequently also use positive imagery and slogans that shift the attention away from the negatives of smoking- the implied message is that you would be smarter/more intelligent to use an e-cig that a convention cigarette. Thus an ad for Veppo has the image of Albert Einstein accompanied by the following text, “Weak People Smoke. Strong people Smoke Less. Intelligent People Vape.” An ad for Vaposs e-cig has the image of a money smoking a combustible cigarette and a macho man smoking a cigarette. An ad for Pure Smokeless contains the image of a wave of water accompanied by the following text, “smooth tasting vapor cigarettes.” The brand names and messages are intended to convey to consumers that they can depend and trust the brand.