Brand Name Generation

Once the naming objectives and strategy are approved, the process begins by developing a list of important name attributes from client input and category research. In some cases, interviews or focus groups among the target audience are beneficial as a starting point.

Brainstorm tracks are created and a process of “structured brainstorming” develops a wide range of candidates to be considered. Word combinations and refinements yield candidate names for client review and a short list upon which preliminary trademark and web URL searching is performed. Word roots and phonemes are explored, contrived names built and common names examined, depending on naming strategy and project budget.

Final candidate names, which must serve as global brands, can be assessed for multi-cultural acceptability and screened for cross-lingual vulgarity. Upon final selection of a name, consideration is also given to tagline and slogan generation, as seen appropriate.

About Brand Management

Brand Marketing is a consultancy that specializes in the creation, building and management of brands. We are experienced in everything from brand positioning, brand strategy, and customer journey mapping to naming, brand architecture and internal learning and development.