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Brand Naming

The brand name is used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken elements of any product. Brand names are easy to remember, transcend trends and have positive connotations. A brand name can exclusively identify the brand owner and establish them as the commercial source of products or services. The brand name should be conceptually on target with the product/service (what the company stands for). The act of associating a product or service with a brand has become an integral part of business and general social culture.

Effective brand names build a connection between the "brand personality" or "brand image" as it is perceived by the customers, clients and consumers and the actual product/service. Brand names should be on target with the brand demographic, the audience of clients and consumers expected to utilize the brand.

A Good Brand Should:

  • be protected (or at least protectorate) under trademark law.
  • be easy to pronounce.
  • be easy to remember.
  • be easy to recognize.
  • be easy to translate into all languages in the markets where the brand will be used.
  • attract attention.
  • suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection.)
  • suggest the company or product image.
  • distinguish the product's positioning relative to the competition.
  • be attractive.
  • stand out among a group of other brands.

Other Branding Types:

  • Brand naming
  • Brand identity
  • Green branding
  • Packaging
  • Personal branding
  • Re-branding & Redesign
  • Social Media Branding
  • New Media Branding (Web 3.0)

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