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.