Aquasomething v/s Aquaspeciale

From this post I discovered that if you want to launch a brand of mineral water, the one thing you must not do is prefix it with the word 'Aqua'. (Make sure people ask for it by brand.) In fact, the reason 'Evian' water is special is because it repositions water as more than just water by moving away from 'Aqua'. Unlike in some other product categories, branded water should not allude to water in the brand name; it cheapens the brand. And it does so because water has been free for so, so, so long. No matter how much advertising you do, if your branded water is 'Aqua-something', it's not much more than 'branded' water. By branding it as 'Aqua-whatever' all you're doing is reminding people that they're paying for something that used to be free. Honestly, the more I think of brand names, the more convinced I am of the genius of the brand builders at Parle who came up with names like 'Thums Up', 'Gold Spot', 'Frooti' and 'Bisleri'.