Thrifty v/s Budget

Time now for a subtle, nuanced and what some might call simplistic trip into brand naming. Yesterday, while walking down the street, I came across this rent-a-car company called Thrifty. A few minutes later, I spotted an outlet for Budget. And that's when I wondered which of the two names is better?

In terms of vowel and consonant sounds that stop/start any name/word, both Budget and Thrifty score well. Perhaps Budget scores a bit higher for some. But the some aside, aurally speaking it's pretty much a dead heat. They're both visually well-structured and make memorable audio/visual impacts. Now ignore the fact that Budget is an older, larger company with a global footprint. Instead, let's turn our attention to some of the other parameters you as a customer might consider when evaluating which brand to be associated with.

Would you like to be seen wearing, or sitting inside, a brand that advertises itself as Thrifty? Isn't Budget less thrifty-sounding than Thrifty? Considering both Budget and Thrifty are pushing the same benefit, my gut feeling tells me Budget will score higher on positive cues if researched. Why? I think it might have a bit to do with the fact that the word 'thrifty' is more easily used as an adjective to describe a kind of person than 'budget'. Not too many people like to be called thrifty. People are rarely labelled budget.

Lesson for budget brand-launchers: Most people don't want to advertise themselves as penny pinchers, which is something Thrifty is doing more obviously than Budget. Unfortunately, unknowingly and unresearchedly.