Kseniya I. Content Marketing Expert

What is brand naming?

Naming is the most capacious term that denotes the process of developing a company or brand name, taking into account psycholinguistic factors and marketing research, focused on the target audience.

A trademark is a designation (it can be expressed verbally or graphically) by which one product can be distinguished from another.

Company name, this term coincides with the full name of the legal entity, for example Condor Ltd..

A brand is a trademark widely known to its target audience. An enterprise may have several brands. For example, Nestle has about fifty world famous brands: Nesquik breakfast cereals, Kitkat chocolate bar, Extreme ice cream, etc.

How to come up with a company name and what principles to follow?

You need to look far ahead and take the company name seriously, because a complete rebranding is expensive, painful, and in some cases useless.

1. Answer the question, will your company ever have access to a foreign market? If yes, then the name should sound in two languages ​​and be subject to transliteration.

2. When you have decided on this, write down in one column the definitions and associative words that somehow characterize your business, or have something to do with it.

3. In the second column, on the contrary, try to guess whether the word can cause any negative associations in your consumer.

4. If you are inclined towards international names, try to translate them into different languages ​​and focus on the sound. From the point of view of linguistics, it is desirable to choose names no more than 2 or 3 syllables, such "names" are easier to hear and are well remembered immediately. Most popular brands have names of 2 syllables: Chanel, Lipton, Asus, Mazda, Garnier and others.

5. Try to "play" with words, connect them, cut them, etc. If the name is too complex, consumers tend to abbreviate it: Volkswagen (Foltz), Royal Canin and Organic shop (for the first part). Although, there are excellent examples of two-syllable names, for example, Lucky strike (but it sounds very harmonious, so I don’t want to cut it).

6. Well, the best way is to come up with a new word, based on existing ones or associatively, but in this case you will have to invest more in a marketing company, because it will be difficult for your audience to remember a word that has never appeared in their everyday life.

7. You can announce a competition on the Internet and consider the options for participants.

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