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.
My clients often ask me: “What makes a good brand name?” I judge the desirability of a brand name by three dimensions: memorability, strategic fit and legal protect-ability. Let’s start by exploring the first criteria: memorability.
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?