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.

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  by three dimensions: memorability, strategic fit and legal protect-ability. Let’s start by exploring the first criteria: memorability.

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?