The solution from Taoufiq_Zarra will assign the label value to all rows containing the defined text strings. So if there are 3 values in the same row; e.g. , PUMA-694528, PUMA-007945, PUMA-377326 -> this row will receive a value in field Label = 'PUMA'. Similarly all rows containing the string 'PUMA' will be labeled 'PUMA'.
If this solution is not suitable for your use case, it would help if you would provide same sample data (a few rows) and describe what you would like to achieve.