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The Process
Brand Positioning
Competitive Analysis
Name Development
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Brand Naming Tools
For complete strategies and tactics, see our
Brand Naming Guide.
Name Taxonomy Charts
Accounting and Business Service Companies
Airline Names
Biotech / Pharmaceutical Names
The Company Names of Naming Companies
Computer Port Technology Names
Continuing Medical Education (CME) Names
Juice Names
Margarine Names
Music and Media Download Service Names
Search Engine, Browser and Web Portal Names
Social Network Names
Sport Utility Vehicle (SUV) Names
Sweet Snack Food Names
Toothpaste Names
Your Names
– Here is a blank name taxonomy chart you can print. Try plotting your competition's product or company names on this chart and see how they sort out.
Brand Naming Filters
Evocative Naming Filters
– understanding positioning and evocative name creation
Name Evaluation
– nine criteria for evaluating names under consideration
Theory of Negativity
– the negative deconstruction of provocative names and why consumers never do it.
Studies in Brand Naming
Allstream
– the perils of overused language
Alphanumeric Car Naming
– Mercedes' plethora of numbers
Avlimil
– an unusual but effective brand positioning strategy
Better Naming Through Chemistry
– naming and branding in the medical, biotech, and pharmaceutical industries
Chrysler Crossfire
– seeing names from the consumer's point of view
IBM's T-Rex
– code names vs. "official names"
Pepperidge Farm
– a wonderful job of creating evocative product names
Roomba
– a perfect made-up product name
Silk
– great consumer product name creation in action
Studies in Branding
Juice Branding
– Simply Orange, Tropicana and POM Wonderful
Verizon's Tagline
– a positive negative
Yahoo! Personals: Believe
– a tagline creates brand engagement
Yellow Freight
– the friction between a color and a name creates engagement
News and Analysis
Visit Igor's
Naming and Branding Blog.