Brand Naming
Services∕ Brand Strategy∕ Brand NamingKey Aspects
- Strategic Foundation: Building a successful brand name requires a solid brand strategy as its base.
- Resonant and Memorable: The ideal name is unique, positively associated, aligns with brand positioning and personality, and is easy to remember and pronounce.
- Approaches and Flexibility: Different approaches exist, from descriptive (positioning-focused) to associative (metaphorical) and abstract (new associations). Choose the approach that best aligns with your brand goals.
The brand name is an essential element that serves as a marker and a difference. One common mistake brand owners make is trying to create a brand name before having a solid brand strategy. With the right and effective strategy, your brand name will resonate well with the target audience.
Brand naming must meet several criteria, such as having a unique factor, positive associations, being in line with brand positioning and personality, being easy to remember and pronounce, and being registered legally. Creating a brand name can be reviewed from several approaches, from descriptive approaches that
represent brand positioning to associative approaches that show products or services as a metaphor or association. Another type of approach is abstract names. This approach uses names whose root words are not listed in the standard dictionary. Abstract names will allow a brand to create an entirely new association in the minds of its target audience.
Key Aspects
- Strategic Foundation: Building a successful brand name requires a solid brand strategy as its base.
- Resonant and Memorable: The ideal name is unique, positively associated, aligns with brand positioning and personality, and is easy to remember and pronounce.
- Approaches and Flexibility: Different approaches exist, from descriptive (positioning-focused) to associative (metaphorical) and abstract (new associations). Choose the approach that best aligns with your brand goals.
