Category Archives: Product and Service Naming
Names that are inline with brand promise and outline the greatest customer benefits.
Coined words or descriptive ones? Family names or acronyms? What to do? How to decide? Today, I will give you some tips on identifying the type of name you should choose for your brand. Read the rest of this entry
Previously we talked about memorability. Today, we will take a look at the second criteria if a good brand name: strategic fit.
A strategically fit name should support the positioning of the brand. Whatever the brand promise is, the name should support and reinforce it. There are many ways of generating a strategically supportive name. Here are three of the most popular ones: Read the rest of this entry
My clients often ask me :”What makes a good brand name?”. I judge the desirability of a brand name should upon three basic dimensions: memorability, strategic fit and legal protectability.
Let’s start by exploring the first criteria: memorability. Read the rest of this entry
Having involved in many verbal identity projects, I must admit, naming is a deceptively difficult task. Most people (even some branding professionals) might think that naming a product or a company should be as easy as naming a pet or a child. Unfortunately, that is far from the truth. Why? Read the rest of this entry