Naming: How a Good Brand Name Is Created
A brand name is often the first point of contact a person has with a company—even before the logo or website. Choosing the right name therefore plays a key role in determining whether a brand is immediately understood or requires further explanation. It is closely linked to brand architecture, because a name must also fit within a potential product family and should not preclude future expansions from the outset.
What Makes a Good Brand Name
A viable name is short enough to work in conversation and in search results, doesn’t sound out of place in the target language, and can be secured as a domain andsocial media handle. More importantly, it must not infringe on any existing trademark rights.
Check the name not only against national trademark registries but also against European and international ones—a mistake at this stage will cost you five-figure sums and precious time later on. Many agencies underestimate the cost of a thorough search, but it pays for itself immediately.
Many name ideas fail not because of a lack of creativity, but because of a lack of legal due diligence upfront—when a supposedly unique name turns out to be already protected, and the entire process has to start over.
- Test Pronounceability by Saying the Name Out Loud
- Check for negative associations in target countries
- Memorability: Name is remembered after hearing it just once
- Analyze Google Trends and search volume before finalizing
Different Approaches to Naming
Names can be broadly divided into several categories: descriptive names, which directly refer to the product or service; associative names, which evoke a feeling or image without literally naming the product or service; and made-up words, which offer maximum legal flexibility but require an explanation at first. Each approach has advantages and disadvantages: Descriptive names are immediately understandable but often difficult to protect, while made-up words are unique but require explanation at first.
- Descriptive names: Deutsche Telekom, Allianz Insurance
- Associative names: Apple, Nike, Mercedes-Benz
- Coined terms: Google, Xerox, Kodak have become generic terms
- Check international availability and secure domain names
- Conduct target audience tests before making a final decision
Typical Process for Choosing a Name
- Brand Values as a Framework for the Name Search
- Creatively developing multiple naming directions
- Pronunciation and meaning in other languages
- Checking trademark law and domain availability
- Conduct a pilot phase with target audience feedback in advance
Naming and Brand Perception
A name conveys expectations even before the first point of contact. It influences how reputable, youthful, or high-quality a brand is perceived—as studies on brand perception consistently show. A name that doesn’t align with the brand’s actual positioning creates friction that is nearly impossible to overcome later on, even with expensive marketing campaigns. A young, playful company with a very sober, technical name, for example, must constantly work against the first impression created by the name in its communications.
- Typography and Pronunciation Influence Trustworthiness
- Check for cultural associations before launch
- A name change costs 3–5 times more than developing a new name
- Phonetic quality improves memorability by 40%
- Clarify domain availability and trademark conflicts early on
Common Mistakes in Naming
Many companies decide on a name too early, without testing it against competitors, their target audience, and international markets. Others choose a term that is too generic, which later cannot be protected as a distinct brand because too many similar names exist in the same market segment. There is also often a lack of connection to the corporate identity developed later on, resulting in a mismatch between the name and the visual identity. A structured naming process avoids precisely these pitfalls and lays a foundation on which a brand can be built over the years without the name itself becoming an obstacle to growth.
- Brand name must be verifiable on Google/DPMA
- Ensure pronunciation and spelling can be verified internationally
- Check domain availability before making a decision
- Secure social media handles on all platforms
Consider International Sustainability Early On
Anyone even considering the possibility of international expansion should take a broad approach to naming from the very beginning. A name that sounds perfectly fine in German-speaking countries may take on unexpected meanings in other languages or simply be difficult to pronounce. Conducting an early review in the most important target markets prevents the need to change a brand name—which has already become established—during international expansion, a change that would entail considerable effort in terms of brand recognition, legal protection, and existing communications.
- Check domain availability in key markets in advance
- Test phonetic compatibility with target languages
- Check for cultural connotations in Asia and Arab countries
- Secure international trademark protection before market launch
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