Brand Identity and Names

The 7 criteria for a good name:

  1. Distinctiveness
  2. Brevity
  3. Appropriateness
  4. Easy Spelling and pronunciation
  5. Likability
  6. Extendibility
  7. Protectability

The Brand Gap by Marty Neumeier, P. 85

“The need for good brand names originates with customers, and customers will always want convenient ways of identifying, remembering, discussing, and comparing brands. The right name can be a brand's most valuable asset, driving differentiation and speeding acceptance.”

The Brand Gap by Marty Neumeier

Criteria for Name Selection

A proposed name should:

  1. Be easy to learn and remember—it is helpful if it unusual, interesting, meaningful, emotional, pronounceable, spellable, and/or if it involves a visual image.
  2. Suggest the product class so that name recall will be high while still being compatible with potential future uses of the name.
  3. Support a symbol or slogan.
  4. Suggest desired associations without being boring or trival.
  5. Not suggest undesired associations—it should be authentic, credible, and comfortable and not raise false expectations.
  6. Be distinctive—it should not be confused with competitors' names.
  7. Be available and protectable legally.
Managing Brand Equity by David A. Aaker