Selecting unique brand names that differentiate products from competitors and reflect their key features is as crucial as branding strategies. In today’s highly competitive market, creating a distinctive brand name has become increasingly challenging, akin to finding a needle in a haystack. By analyzing branding trends over the years, we can observe significant changes in brand naming. Early examples, such as Kiğılı, Ülker, and Koçtaş, were derived from the founder’s name or surname, reflecting the trust and credibility of the brand’s creator.

A brand name serves as a representation of a brand’s promises. A strong brand name integrates a brand’s functional and symbolic components with its promise, creating a connection between the brand’s personality and positioning strategy and the consumer. The most significant differentiator of a brand lies in the selection of the right name.

Initial Steps in Brand Name Creation

Before diving into the process, the first step is deciding what type of name would best suit the product or service. Skipping this step would be like rowing aimlessly in an ocean. Studies reveal that products with ordinary names do not perform as well as average-quality products with intriguing names. If a product with a mundane name fails in the market, it becomes challenging to revive it even after making improvements.

To ensure an effective naming process, companies often seek assistance from advertising agencies or market research firms. These firms use scientific methods to test potential names, including:

• Association tests: What kind of image does the name evoke?
• Learning tests: Is the name easy to pronounce and understand?
• Recall tests: How well is the name remembered?
• Preference tests: Which names are preferred by the target audience?

Types of Brand Names

Brand names can be categorized into various types, such as:

• Invented words: Catchy and unique names without specific meanings (e.g., Sony, Kodak).
• Unrelated to the product’s function: Names that are distinct from the product’s use (e.g., Panda, Omo).
• Descriptive of quality or function: Names that reflect product attributes (e.g., Yünsa).
• Conveying the product’s purpose: Descriptive names that indicate what the product does (e.g., Silen, Yumoş).
• Foreign words: Names derived from words in other languages (e.g., Lux).
• Founder names: Based on the founder’s name (e.g., Ford, Vakko, Gillette).
• Historical or famous figures: Names referencing notable individuals (e.g., Lincoln, Napoleon).
• Geographical references: Derived from locations (e.g., Kavaklıdere, Marlboro).
• Nature-inspired: Names inspired by animals, plants, or elements (e.g., Palmolive, Apple).
• Mythological references: Names drawn from myths or legends (e.g., Atlas, Viking).
• Acronyms: Formed from initials (e.g., IBM, BMW).

Three Primary Functions of a Brand Name

1. Identification: Helps consumers recognize the product or service.
2. Communication: Conveys symbolic or functional messages to the consumer.
3. Legal Protection: Ensures the brand’s value and identity are safeguarded.

Key Criteria for Selecting a Brand Name

When narrowing down options to 5–10 potential names, consider the following:

• Memorability and ease of pronunciation: Names that are simple and concise are more likely to resonate with consumers.
• Reflecting benefits and quality: Names should align with the product’s functions (e.g., Head & Shoulders).
• Distinctiveness: Avoid similarity to competitors’ names; opt for unique and differentiating names.
• Linguistic considerations: Effective names often leverage phonetic techniques, strong consonants, or wordplay for added impact.
• Adaptability: The name should accommodate potential product line expansions.
• Global applicability: Ensure the name does not evoke negative connotations in international markets.

In summary, creating a brand name aligned with the brand’s strategy and promise minimizes marketing expenses, ensures easy recall, and sets the brand apart from competitors.

Source:

“Determining a Brand Name” by Ali Gökçe Ertan