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Brand Naming

Naming is a complex, creative, and iterative process that require experience in linguistics, marketing, research, and trademark law. Naming is not for the weak of heart. Out of all the ideal qualities of an effective name-meaningful, memorable, future-oriented, protectable, visual and positive-creating a brand name that can be legally protected presents the formidable challenge, even for the experts.

Numerous brainstorming techniques are used to develop hundreds if not thousands of names, in order to produce a short list of viable names. Culling down the large list takes skill and patience. All names need to be judged against the performance criteria of an effective name, and against positioning and strategic goals as well. Equally challenging is getting a company to agree on a new name.