Company, Product, and Brand Names

A name belongs to a company and to a product as self-evidently as to a person. Hearing a name creates an image in the mind. The pithier and more memorable the name, the more easily the target group can decipher the name into the desired meaning. As a naming and branding agency, we have specialized in ensuring that the names we generate for our customers fulfill these needs.

The company name or product name essentially communicates the core of the brand. On first contact with the name, the target group imprints the basic tenor, and rejects or accepts it. The ensuing experiences with the company or product solidify the range of opinions held in the target group, confirm the viewer’s expectation, and build loyalty. Thus company name and product name become an almost unalterable element of communication.

An important aspect is the globalization of markets. A multinational name demands a good deal: The ability to be understood beyond borders, international pronunciation, cultural acceptance. Linguistic, cultural, and trademark right analysis with an eye toward the longevity of the name is crucial.

This context clearly shows how difficult and risky it is these days to find an attractive brand name which justifies the high marketing and sales investments. As a specialized agency for naming, we know the importance of a name that delivers. For decisions with such high consequences, the information contained in worldwide trademark databases delivers the highest possible degree of knowledge.

The name is the foundation of every brand. The name is a foundation which must be strong enough to be able to carry the expensive and complex construction of a brand. The brand name has to make the right impression on the right target group. The choice of a name is a dominating factor which deserves critical attention. Professional attention.

Different Name Concepts

  • Descriptive names transmit a concrete message through descriptions usable by everyone. The sender is what makes them unique. Often they are only pronounceable in a certain language and difficult to protect legally. Example: Frosted Flakes (cereal), Bayerische Landesbank (bank in Bavaria).
  • Associative names are derived from or make a reference to known terms and concepts, or contain images and symbols. Such names stand alone and can be legally protected. Examples: Aquafina (bottled water), Netscape (computer software), PeopleSoft (software), Lexware (software), Febreze (fabric freshener).
  • Coined or invented names might not make sense at first, but can be given meaning through marketing communication. Coined names usually pass the linguistic, cultural, and brand legality aspects of a screening and can be protected worldwide. Examples: Pentium (computer hardware), Dasani (bottled water), Verizon (telecommunications), Accenture (consulting), Lipitor (pharmaceuticals).