What is … called: Finding the perfect name for your product or brand

Naming is a crucial aspect of building a brand or creating a product. The right name can make all the difference in whether a product becomes a household name or fades into obscurity. However, the process of finding the perfect name can be difficult and daunting. In fact, studies have shown that choosing the wrong name can lead to decreased sales and brand recognition. That’s why it’s important to understand the different types of names available, as well as best practices for choosing a name that will resonate with your target audience. In this post, we’ll explore the world of naming conventions and provide insights on how to find the right name for your product or brand.



Names are an integral part of our daily lives. Whether it be a person, place, or thing, everything has a name. However, what happens when we don’t know the name for something? How do we describe it to others? This is where naming conventions come into play.

Naming conventions help us identify and differentiate between various entities. They provide a sense of order and organization to our world. For businesses, brands, and products, names are crucial for recognition and identification. A great name can make all the difference in creating a strong brand identity and fostering customer loyalty.

In this article, we will explore the fascinating world of naming conventions. We will delve into the importance of names for branding and product identity, different types of names, and best practices for finding the perfect name. So, let’s get started and discover how to find the right name for everything.

Understanding the importance of names

The role of naming conventions in branding

Naming conventions play a crucial role in branding by helping to establish brand recognition and build brand loyalty. A well-crafted name can make a lasting impression and help differentiate a brand from its competitors.

Brand recognition is the degree to which customers can identify a product or service based on its name, logo, or other visual cues. An effective naming convention can help create strong brand recognition by making it easy for customers to remember and recognize a brand. For example, Apple’s use of simple, memorable names like iPhone and iPad has helped establish strong brand recognition and made their products instantly recognizable.

In addition to building brand recognition, naming conventions can also help build brand loyalty. When customers have positive associations with a brand’s name, they are more likely to become repeat customers and recommend the brand to others. For example, Nike’s “Just Do It” slogan has become synonymous with the brand and has helped build a loyal following of customers who identify with Nike’s messaging and values.

Overall, the role of naming conventions in branding should not be underestimated. By creating strong brand recognition and building brand loyalty, a well-crafted name can help a brand stand out in a crowded marketplace and create long-lasting relationships with customers.

How the name affects product identity

The name of a product can have a significant impact on its identity and how it is perceived by consumers. In fact, the name of a product can shape a customer’s initial impression of the product before they even read or see anything about it.

Product perception is heavily influenced by the name of the product. If the name accurately reflects what the product does or offers, it can create a positive perception. For example, “Lip Smacker” for lip balm or “Pain-Away” for a pain reliever, are descriptive names that give customers a clear idea of what the product does. These types of names can create a sense of trust and reliability in the product.

On the other hand, if the name is confusing or unclear, it can negatively affect the perception of the product. Consumers may be hesitant to purchase a product if they are unsure of what it does or how it works. For example, “Kleenex” has become synonymous with tissue paper, but if the name was less straightforward, like “Softly,” it might not be as well-known or successful.

The emotional connection that customers feel towards a product can also be influenced by its name. A name that evokes positive emotions or experiences can create an emotional connection between the customer and the product. For instance, “Dove” for soap emphasizes purity and gentleness, creating an emotional connection with the customer.

In contrast, a name that doesn’t connect emotionally with customers can leave them feeling indifferent or distant from the product. For example, “Ajax” for cleaning products doesn’t evoke any particular emotional response, which could make potential customers less interested in trying the product.

Overall, choosing the right name for a product is crucial to its success. A name that accurately reflects the product and creates an emotional connection with customers can greatly enhance its identity and appeal.

Types of names

Descriptive names: what they are and when to use them

Descriptive names are pretty straightforward – they describe the product or service that they represent. These types of names convey a literal meaning, making it easy for people to understand what the product or service is all about.

One of the main advantages of using descriptive names is their ease of recall. They’re typically simple and straightforward, so customers can easily remember them when they need to make a purchase. For example, “Nike Running Shoes” clearly describes the product, making it easy for customers to find what they’re looking for.

Descriptive names are particularly useful when introducing a new product or service that isn’t well known yet. By using a name that describes exactly what it does, customers will immediately understand its purpose.

However, there are also some drawbacks to using descriptive names. For one, they can be limiting in terms of future product expansion. If the company’s offerings expand beyond the initial product or service, the name may no longer accurately describe all of its offerings.

Despite these limitations, descriptive names can be incredibly effective in building brand recognition and customer loyalty. When used correctly, they can help establish a strong brand identity and communicate the brand’s mission.

Overall, descriptive names are a great option for products or services that need to convey a clear, literal meaning. They work particularly well for new or less established offerings, providing an easy way for customers to understand the product or service at a glance.

Evocative names: how they work and why they’re effective

Evocative names are a type of name that creates an emotional connection with the audience. These names use words or phrases that evoke feelings or images in people’s minds, making them feel more connected to the product or brand. This type of naming is especially effective when targeting a specific demographic or when trying to create a unique brand identity.

When choosing an evocative name, it’s important to consider the emotions and personal connections you want to create with your target audience. For example, Nike’s “Just Do It” slogan makes people feel motivated and inspired. This emotional connection has helped to establish Nike as a leading sports brand.

Another example of an evocative name is Apple. The name itself doesn’t describe what the company does, but it evokes feelings of simplicity, elegance, and innovation. This emotional connection has helped to establish Apple as a market leader in the tech industry.

In addition to creating an emotional connection, evocative names can also help brands stand out from the competition. By using unique and memorable names, companies can differentiate themselves from other brands in their industry. For example, Coca-Cola’s name is unique and memorable, helping them to establish themselves as one of the top beverage brands in the world.

Overall, evocative names are effective because they create emotional connections with the audience and help brands stand out from the competition. When choosing an evocative name, it’s important to consider the emotions and personal connections you want to create, as well as the uniqueness of the name. By doing so, you can create a strong brand identity and build a loyal customer base.

Invented names: how to create a unique brand identity

Invented names: how to create a unique brand identity

Invented names, also known as coined names, are created specifically for a particular brand or product. These types of names are highly distinctive and can help establish a unique brand identity. However, creating an invented name that is both memorable and trademarkable can be a challenging task. In this section, we’ll explore the key factors to consider when developing an invented name, including distinctiveness and trademarkability.


Creating a distinctive name is crucial in establishing a unique brand identity. You want your brand to stand out from the competition and be easily recognizable by customers. To achieve this, you should avoid using common words or phrases and instead focus on creating a name that is entirely original. One way to do this is by combining two unrelated words or using a foreign word that translates to something meaningful related to your brand.

For example, the company “Netflix” combined the words “internet” and “flicks” to create a unique name that conveys its streaming service. Similarly, the company “Häagen-Dazs” used a made-up name that sounds Danish but has no actual meaning to convey the premium quality of their ice cream.


Trademarks are vital in protecting your brand identity, so it’s essential to choose an invented name that can be easily trademarked. A trademarked name provides legal protection against other companies using similar names that could lead to confusion among customers. When creating an invented name, it’s important to conduct a trademark search to ensure that the name is available and hasn’t already been trademarked by another company.

It’s also essential to keep the name short and straightforward. A simple and easy-to-pronounce name will make it easier for customers to remember and recognize your brand. For example, the company “Google” has a simple and catchy name that is easily recognizable and has become a household name.

In conclusion, creating an invented name is an effective way to establish a unique brand identity. By focusing on distinctiveness and trademarkability, you can create a memorable name that stands apart from the competition.

Acronym names: when to use them and how to make them memorable

Acronym names can be a highly effective way to create a memorable brand identity. An acronym is formed from the initial letters of a phrase or name, such as NASA (National Aeronautics and Space Administration) or BMW (Bayerische Motoren Werke). When used correctly, acronym names can be easy to remember, easy to say, and can evoke positive associations in consumer’s minds.

When should you use an acronym name? Generally, it’s best to reserve this naming convention for brands or products with long or complex names that are difficult to remember or pronounce. For example, the National Basketball Association is commonly referred to as the NBA. The acronym is much easier to say and remember than the full name, making it a great choice for a brand name.

To make an acronym name memorable, it’s essential to create positive associations with the letter combination. One way to do this is by ensuring that the acronym is pronounceable as a word. For example, the World Wrestling Federation changed its name to WWE, which sounds like a word and is easy to remember. Another approach is to use an acronym that creates a visual image or conveys a concept related to the product or service.

For instance, the British Broadcasting Corporation is known as the BBC, which not only saves time but also gives a sense of being at home, while the American Broadcasting Company is known as the ABC which is simple to recall. In such cases, the acronym functions as a shorthand for the brand’s values or unique selling points.

In summary, Acronym names can be a powerful tool in creating a strong brand identity, provided they are used judiciously and with care. By selecting a memorable acronym name that evokes positive associations, whether through pronunciation or imagery, companies can improve their brand recognition and connect with customers more effectively.

Best practices for naming

Researching your name options

Researching Your Name Options

When it comes to naming your product, service or brand, it’s important to take the time to research your name options carefully. After all, choosing the wrong name can have serious consequences for your business.

One of the first things to consider when researching your name options is your competitors. You don’t want to choose a name that’s too similar to that of a competitor, as this could lead to confusion and legal issues down the line. Take the time to research what names your competitors are already using, and consider how you can differentiate your own name from theirs.

Another important factor in your research should be keywords. What words are potential customers likely to use when searching for products or services like yours? Incorporating these keywords into your name can help improve your search engine rankings and make it easier for people to find you online.

It’s also important to consider the emotional impact of your name. Does it sound positive and engaging, or does it fall flat? A good name not only communicates what your product or brand is about, but also evokes feelings and emotions in your target audience. Consider the connotations associated with different words and phrases, and think about how these might impact people’s perception of your brand.

To ensure you’re on the right track with your name options, it’s a good idea to test them out with potential customers. This can include focus groups, surveys, or other forms of market research. By gathering feedback from real people, you can get a better sense of which name resonates best and why.

In conclusion, researching your name options is an essential part of the branding process. By taking the time to consider your competitors, keywords, and emotional impact, you can choose a name that’s unique, memorable, and effective at communicating your brand’s identity and values.

Testing the name with your target audience

Testing the name with your target audience

Once you’ve generated a list of potential names for your brand or product, it’s important to test them out before making a final decision. This is where testing with your target audience comes in.

Focus groups

One way to test your name is to conduct focus groups. A focus group is a gathering of people who are representative of your target audience. You can ask them to provide feedback on your name options and get their opinions on which names they find most memorable, appealing, or easy to remember. By observing their reactions, you can gain valuable insights into how your target audience perceives your brand or product.

For example, let’s say you’re trying to come up with a name for a new energy drink. You might gather a group of people in your target demographic (such as young adults) and ask them to try the drink and share their thoughts on the name you’re considering. Do they find it catchy? Does it accurately reflect the benefits of the product? Their feedback can help you refine your list of name options and choose the one that resonates most with your audience.


Another effective way to test your name is through surveys. Online surveys can be conducted quickly and inexpensively, and they allow you to reach a large sample size of your target audience. You can create a survey that asks participants to rate your name options based on factors such as memorability, appeal, or relevance to your product or brand. By collecting data and analyzing the results, you can gain quantitative insights into which name options are most popular among your audience.

For example, let’s say you’re launching a new fashion line and want to pick a name that resonates with your target audience (such as young women). You could create an online survey that asks participants to rate your name options on a scale of 1 to 5 based on factors like how well they fit the brand, how memorable they are, and how likely people are to recommend the brand to others. By analyzing the results of the survey, you can see which names are most popular and make an informed decision about which name to choose.

In conclusion, testing your name options with your target audience is a critical step in the naming process. By gathering feedback from focus groups and conducting surveys, you can gain valuable insights into how your name options are perceived by your audience. This can help you refine your list of name options and ultimately choose the best name for your brand or product.

Keeping it simple: the power of a clear and concise name

Keeping it simple: the power of a clear and concise name

When it comes to naming a product or brand, sometimes less is more. A clear and concise name can be incredibly powerful in establishing brand recognition and ensuring the product name is memorable. In this section, we will explore the key benefits of keeping your product or brand name simple.


One of the biggest advantages of a simple name is that it’s easier to remember. Names that are complicated, difficult to pronounce, or too long are likely to be forgotten by consumers. For example, think about the last time you tried to recall a complex product name – chances are, you struggled to remember it.

On the other hand, simple names like Apple, Nike, or Coca-Cola are easily remembered by consumers all around the world. These names are straightforward and easy to say, making them more memorable and recognizable. That means when a consumer sees a product with one of these names, they are more likely to remember it and consider purchasing it.

Ease of Use

Another benefit of a simple name is that it’s easier for people to use. Simple names are typically shorter and easier to spell than more complex names. This makes it easier for people to search for the product online or type in the website address. It also makes it easier for people to tell their friends about the product or brand without having to worry about how to say or spell the name.

Additionally, a simple name can also make it easier for the product to stand out among competitors. When there are multiple products with similar names, a simple and unique name can help set the product apart and make it more recognizable.


In conclusion, keeping it simple when it comes to product or brand naming can have a significant impact on its success. A concise and memorable name can help establish brand recognition and make it easier for customers to remember and use. Brands like Nike, McDonald’s, and Google are all great examples of how a simple name can make a big difference in brand recognition and success.


In conclusion, finding the right name for your product or brand is crucial for its success. A well-thought-out name can improve brand recognition, create a positive emotional connection with customers, and set you apart from competitors.

It’s important to understand the different types of names and when to use them. Descriptive names can be effective for communicating the literal meaning of your product, but evocative names can create a personal connection with customers. Invented names are great for creating a unique brand identity, while acronym names can be memorable if used correctly.

However, simply choosing a good name isn’t enough. It’s also important to research and test your name options with your target audience to ensure it resonates with them. Keeping the name simple and easy to remember can also help with memorability and ease of use.

In conclusion, taking the time to find the perfect name for your product or brand can pay off in the long run. By considering all the factors and following best practices, you can create a name that truly represents your brand and resonates with your customers.
Good naming is an art, but it’s also a science. In this post, we’ve explored the importance of naming conventions in branding and how the right name can affect product identity. We’ve looked at the different types of names, from descriptive to evocative to invented, and even acronym names. We’ve discussed best practices for choosing a name, including researching your options, testing with your target audience, and keeping it simple yet memorable.

Ultimately, the key takeaway is that choosing the right name is crucial for building brand recognition, loyalty, and emotional connection with your customers. It’s not just about being creative or unique; it’s about understanding your target audience and what will resonate with them. With these insights in mind, you can confidently approach the process of naming with a clear sense of purpose and strategy. As you embark on this journey, remember that a great name can be the foundation for a successful brand or product – so choose wisely.

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