Brand Identity and Names
"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."
Brand Gap by Marty Neumeier
Criteria for Name Selection
A proposed name should:
- Be easy to learn and remember—it is helpful if it unusual, interesting,
meaningful, emotional, pronounceable, spellable, and/or if it involves a
- Suggest the product class so that name recall will be high while still
being compatible with potential future uses of the name.
- Support a symbol or slogan.
- Suggest desired associations without being boring or trival.
- Not suggest undesired associations—it should be authentic, credible,
and comfortable and not raise false expectations.
- Be distinctive—it should not be confused with competitors' names.
- Be available and protectable legally.
by David A. Aaker
The 7 criteria for a good name:
- Easy Spelling and pronunciation
Brand Gap by Marty Neumeier, P. 85