Category Archives: Product and Service Naming
Names that are inline with brand promise and outline the greatest customer benefits.
Phonetic symbolism and naming
Which one of the below shape is booba and which one is kiki?
According to Wolfgang Köhler’s “booba/kiki effect” study, 95% to 98% of people choose “kiki” for the sharp, angular shape and “booba” (or “bouba”) for the soft, rounded shape. Interestingly, recent work by Daphne Maurer and colleagues has shown that even children as young as 2.5 (too young to read) show this effect. Now, that is powerful. But, how is it related to branding? Read the rest of this entry
How to choose your brand’s name?
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
Product naming vs. Corporate naming
There is an urban legend… If you name your pet or baby, you are qualified to name your brand. We have busted that myth already. Now, it is time to bust another one:
Is naming one robust, standard process that you use for all sorts of assignments? Read the rest of this entry
Criteria of a good brand name – 3
This is the last installment of the naming trilogy. Previously we discussed naming criteria such as meaning and strategic fit. Today, we will focus on legal availability. Read the rest of this entry
Criteria of a good brand name -2
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
Criteria of a good brand name -1
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
The art of naming
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
