Definition:

Naming is the process of creating, evaluating and selecting a name for a brand, company, product or service. It combines strategic, linguistic and legal criteria to choose a name suited to what it identifies and its intended audience.

It is not simply about finding an attractive word. The name must work when spoken, written and used in the intended markets and channels, while distinguishing itself from other relevant names.

Table of contents

1 The relationship between naming and branding
2 Ways to construct a name
3 How a naming process is developed
4 Criteria for evaluating a name
5 Brand names, domains and registration

The relationship between naming and branding

Naming is part of branding, which encompasses building and managing a brand. While naming focuses on its name, branding also covers its positioning, visual identity, communication and experience.

The name identifies; a slogan may express a promise or campaign idea, and a logo provides a graphic representation. These elements are related, but they are not interchangeable.

The choice also depends on the relationship with other brands in the organisation. Naming a new company does not involve the same requirements as identifying a product within a range that already has its own conventions.

Ways to construct a name

Names can be created using different resources. Common approaches include the following:

Descriptive names: refer directly to an activity or a feature of the offering. They help people understand it initially, although they may be less distinctive.
Evocative names: suggest an idea, experience or quality without literally describing the product.
Invented names: use new words or combinations created to identify the brand. Their meaning develops through use and communication.
Names based on proper nouns: draw on people, surnames or places associated with the project.
Initialisms and acronyms: condense a longer name, although they may require explanation when the audience is not yet familiar with them.

These approaches can be combined. No category is superior for every project: the choice depends on what the name needs to communicate and the context in which it will be used.

How a naming process is developed

The work begins by defining what is being named, who it is aimed at and what it should convey. The markets, languages and constraints that affect the choice are also established.

From that point, the process is usually organised into several stages:

Define the brief: set out the positioning, relevant attributes and relationship with other brands or products.
Explore proposals: generate alternatives using different ideas and linguistic resources.
Create an initial shortlist: discard names that are confusing, difficult to use or too similar to others in the sector.
Check viability: review meanings, potential trademark conflicts and the availability of domains and usernames.
Evaluate candidates: test how people in the intended audience understand, pronounce, write and remember them.
Select and document: complete the legal review and establish the spelling, pronunciation and uses of the chosen name.

These checks may require returning to earlier stages. A creative proposal does not become final until its practical use has been evaluated.

Criteria for evaluating a name

A name should be assessed in relation to the project, not solely on the personal tastes of those involved in choosing it. The main criteria include the following:

Strategic fit: aligning with the identity and positioning the organisation wants to build.
Differentiation: allowing people to recognise the brand without easily confusing it with others.
Ease of use: being suitable for pronunciation, writing and communication in everyday situations.
Recall: being recognisable after it has been seen or heard.
Cultural suitability: checking meanings and associations in relevant languages and markets.
Room to evolve: avoiding unnecessary restrictions if the offering may expand.
Legal and digital viability: checking the conditions for protection and use in the intended channels.

No length or number of syllables guarantees these outcomes. A short name may be confused with others, while a longer one can be clear and recognisable.

User testing helps identify difficulties, but should not be reduced to a vote on which option people like most. Understanding what someone interprets and how they remember the name provides different information from their aesthetic preference.

Brand names, domains and registration

An available domain does not mean that the name can be registered as a trademark. A domain identifies an internet address; trademark registration protects a sign for particular goods or services within a territorial scope.

A company’s registered legal name is another distinct concept. Registering it does not replace checks on trademark rights either.

The review should consider both exact matches and similarities that could create conflicts. The goods or services being identified and the territories in which the business intends to operate also matter. WIPO’s information on trademarks explains these distinctions and the routes to protection.

In digital environments, it is worth reviewing how the name appears in search engines, whether it is confused with common terms and which variants are used in available domains and profiles. These checks help anticipate identification difficulties; they do not guarantee rankings or require keywords to be included in the name.

The outcome of naming is a name chosen according to clear criteria and with its conditions of use checked. Its recognition will also depend on the offering, communication and experience built around it.