The name Rentokil originated from the desire of its founder to create a timber treatment fluid called Entokil. The word “Entokil” was derived from the Greek word “entomon,” meaning insect, and the English word “kill.” This combination accurately reflected the purpose of the product, as it was intended to eliminate insects that could damage timber.
However, when the founder submitted the name to the Board of Trade for registration, it was rejected. As a result, he had to come up with an alternative name that could be approved as a trademark. He decided to modify the original name slightly and changed it to Rentokil.
The reason behind the rejection of the name “Entokil” by the Board of Trade remains unclear. It could have been due to various factors such as potential confusion with existing trademarks, concerns about the name’s appropriateness, or other legal considerations. Regardless of the exact reason, the founder had to adapt and find a new name that still captured the essence of the product.
By incorporating the modified name Rentokil, the founder was able to successfully register it as a trademark. The name Rentokil still retains the original intention of the product – to kill insects that could harm timber. It also has a unique and memorable quality to it, which is important for establishing a strong brand identity.
Rentokil was chosen as the name for the timber treatment fluid after the original name, Entokil, was rejected by the Board of Trade. Despite the change, Rentokil effectively communicates the purpose of the product and has become a well-known and trusted brand in the field of pest control.
