Insights from 30,000+ Naming and Branding Projects

Top This & That Business Names – Branding Expert Picks


Two great minds are always better than one, and sometimes, so are two great brand names. This & That brand names are an exciting tool entrepreneurs can use when communicating their values. 

For one, This & That brand names allow entrepreneurs to generate names that complement each other, create more branding possibilities, and lend your business a distinctive brand name and identity that sets it apart from your competitors. And yes, like Johnson & Johnson, you could still keep it simple with This & This names.

It’s important to realize that infusing your brand with character and personality would add life to your brand identity and also attract customers.

If executed properly, This & That brand names introduce uniqueness, create intrigue, and also set your brand on a pedestal that would appeal to your customers. But just like any other type of brand name, certain conditions serve as fertile soil for This & That names.

With that in mind, let’s look at some of them.

When To Use This & That Brand Names

Of course, any brand name that isn’t just one word instantly stands out from the rest. This & That brand names, like several types of brand names, aren’t limited to just a word. They give business owners more room to express their brand’s value and create impressive names.

This & That names are active with:


Let’s say your business enters a partnership with another brand, then This & That names are the best way to clearly communicate your brand’s partnership to your customers.

Instead of getting a new name for the partnership and struggling with transitioning your customers, use a This & That name. 

It’ll let your previous customers know that their favorite brand has partnered with another. This way, you get to keep your loyal customers, and also attract new ones.

Founder Names

Abercrombie & Fitch—a brand name based on the names of its founders—is a great example of the undying power of a This & That brand name.

The brand was founded by a collaboration between David Abercrombie and Ezra Fitch in 1892, over a century ago. Yet, the brand’s name remains stable and timeless, rising above trends.

Integrating Various Areas of your Business

This & That names can help communicate the diverse services your business offers and also help your customers know more about your brand. Just like Hilton Hotels & Resorts did with their name.

Poetic Appeal

This & That brand names are the best ways to infuse poetic elements like alliterations, assonance, and metaphors into your brand name. 

This & That brand names are poetically appealing, so you can easily create unique, beautiful, and memorable names like His & Her Hair.

Sweet Acronyms

P&G, H&M, AT&T are great examples of how This & That brand names provide some of the best, catchy acronyms for brands.

And besides sounding great, an additional advantage these acronyms provide is that they make it easier to acquire domains—a crucial and challenging part of the naming process.

Examples of This & That Brand Names

In recent years, several creative This & That brand names have been introduced to the market. These innovative versions of This & That brand names use ‘plus’, ‘and’, ‘+’, and even ‘R’.

Here’s a special list of This & That brand names chosen by experts:  

  • Abercrombie & Fitch 
  • Owl and Lark 
  • Barnes & Noble 
  • Crate & Barrel
  • Johnson & Johnson
  • H&M
  • M&S (Marks & Spencer)
  • D&G (Dolce & Gabbana)
  • M&M
  • Tiffany & Co.
  • Merck & Co. Inc. 
  • B&Q (Block & Quayle) 
  • Scottish & Newcastle 
  • AT&T 
  • JP Morgan & Chase 
  • E&J Brandy 
  • J&B Rare (Justerini & Brooks) 
  • Cushman & Wakefield
  • Benson & Hedges 
  • Bed Bath & Beyond 
  • Linens ‘n Things 
  • Bath & Body Works 
  • Hilton Hotels & Resorts
  • Pull & Bear 
  • Lovers & Friends
  • Procter & Gamble (P&G)
  • Toys “R” Us 
  • His & Her Hair
  • Clean & Clear 
  • Head & Shoulder 
  • Ink & Paper 
  • Moet & Chandon 
  • Metro Cash & Carry
  • Deere & Company 
  • Marriott Hotels & Resorts

Keep Your Eyes Open

Special attention should be given to the arrangement of any This & That brand name. Why? Because easy-to-say business names are much easier to remember. So, to ensure your brand name sounds right to your customers, make sure it’s tested with an audience.

About the author

Jenna Jackson

Jenna is a branding consultant at, the World's #1 Naming Platform.

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