Product naming

Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization. Product naming is considered a critical part of the branding process, which includes all of the marketing activities that affect the brand image, such as positioning and the design of logo, packaging and the product itself. The process involved in product naming can take months or years to complete. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for protection.

A key ingredient in launching a successful company is the selection of its name. Product names that are considered generally sound have several qualities in common.

Brand names typically fall into several different categories.

AFLAC, IBM, M&M (for Forrest Mars and Bruce Murrie).

Names created by taking parts of words and putting them together: Nabisco (National Biscuit Company).

Fun to say, and particularly memorable: FAT BAT, YouTube, Piggly Wiggly.

Use the idea for one thing and apply it to another: Caterpillar, Reebok.

Descriptive names ascribe to the product a characteristic: Toys R Us, General Motors.

Names don't have to be just a word or two: Seven for All Mankind, I Can't Believe It's Not Butter!.

Invoke a vivid image that alludes to a brand benefit: London Fog, Amazon.

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