What’s in a (brand) name?

Posted by Administrator on September 14 2016

Design Ventura

Picking a good brand name is an important part of developing your product’s brand. A good name will help your customers identify and differentiate your product from others. Your products name should be easy to notice and recognise, with a clear and obvious meaning. You should not need to explain what the name means or why it has been chose. It should be selected very carefully as it captures the key theme of a product in an efficient and economical manner.

Brand names are not necessarily associated with the product. For instance, brand names can be based on places (Air France, British Airways), animals or birds (Red Bull, Dove soap, Puma) or even people (Victoria Beckham, Alessi).

A check list for a good brand name
Is your brand name:

  1. Unique and distinctive?
  2. Easy to pronounce, identify and remember?
  3. Representative of your product’s qualities and benefits?
  4. Suggestive of what the product does?

If you have time
You could conduct consumer research to see what your target market thinks of your brand name. It is important that when they see or hear your brand name, they are able to identify what the product is and does and they should be able to pick up on any key messages you wanted to convey. It would be helpful for you to give them an idea of the price and to show them the product, so that they understand the purpose of the brand name and the context in which it will be used.

You may also want to consider if your brand name is easily convertible into foreign languages, and whether it would portray negative or wrong meanings in other categories. For instance NOVA is a bad name for a car, in Spain, because in Spanish it means “doesn’t go”.

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