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Brand research: what it is and how to do it.

14 min read Your brand identity, brand positioning, brand mission, and goals might all feel ironclad, but do consumers agree? Here’s how to undertake brand research, and the many reasons why…

What is brand research?

Brand research – sometimes called brand market research – is the act of investigating the various aspects of a new or longstanding brand to gain insights that can help curate brand value.

Brands are the culmination of lots of different factors. Beyond the products and services it offers, a brand is also an ethos, a personality, a visual brand identity, a vision, and a feeling that people have when they think of it. But for every brand, there will naturally be an ideal version of how that overall branding is landing, and then there’ll be a reality as seen by its customers and the general public.

Brand research will help you answer questions like “Who knows about my brand? where have they heard about my brand? what are their perceptions and judgments about my brand? what is their relationship with my brand- from unknown to a devoted user?

Brand research, then, is when we dig into how each of those two versions matches up – either before a company launches its branding, or as an effort to understand how longstanding branding is working out.

An important element to brand research is the fact that it is always done in comparison to the competition. Your brand is only as good as what it’s being compared to: e.g. You may love McDonalds more than Burger King because you think it’s more for music fans given their latest promotions featuring musician celebrities.

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What’s the difference between brand research and brand analysis?

Research in this instance describes the act of studying what people think of your brand, by way of surveys, focus groups, social listening, etc. It’s research in its truest form, where we’re investigating to find answers to a set of clearly defined questions.

Brand analysis is essentially what we do with those answers. Brand analysis assumes that we’ve already conducted our brand research (or are doing so on a rolling basis), and can now analyze the results to draw conclusions and find actions that can point the brand in the right direction as part of our brand strategy .

Markets are changing quickly: new competitors are emerging and consumers are changing their preferences. This means that there’s more urgency to do better and more frequent brand research.

A good approach to brand research will have an ongoing approach (as shown in the diagram) to make sure that your brand is in alignment with your target audience.

Put simply, brand research is the work we put in, and brand analysis is the insights we get out.

What does brand research entail?

We’ll go into greater detail on how to conduct brand research later in the article, but you probably want to know how much effort’s involved, right? Well, brand research can be incredibly in-depth or fairly straightforward, depending on a range of factors like the age and size of the brand, your research goals, and – importantly – the tools at your disposal.

For the most part, the effort you put in will correlate to the level of insights your brand research will yield. For instance, running in-person focus groups will naturally require more effort than an online survey, but you’ll probably garner a more in-depth view of how your brand is being perceived from the former than the latter.

Whatever the case, your brand research efforts can be made infinitely easier and smarter with the right technology. Brand experience management suites, brand trackers and brand research tools can all help streamline and – crucially – formalize the process, bringing parity to sometimes disparate sets of results by analyzing them all for you.

What’s the reward for the effort?

Ultimately, the goal of all this research is to come away with actionable insights that can positively shape, curate, and grow your brand value . Brand research is how you’ll take the guesswork away from decision-making when it comes to brand building.

Brand research: Terms to understand

When conducting brand research, there are several verticals to look at that can give you an idea of where your brand stands – both in terms of the competition and the general consumer perception:

Brand awareness

Brand awareness is a measure of whether people know your brand, either prompted or unprompted. That can mean naming your brand when asked to list companies in a certain industry (or from a logo, which we call brand recognition ), or it might mean brand recall; it’s about remembering your brand after buying a product or seeing an advertisement or other piece of marketing.

Brand associations

When people think about your brand, what else immediately springs to mind? Are you known for great customer service? Do people think your products are expensive? Are you synonymous with environmentalism? These are all associations around your brand, and you’ll want to measure them to see how the reality stacks up against your aims. Associations can be positive or negative, so it’s wise to be realistic and expect to find that customers harbor views on both sides of that coin.

Brand perception

Differing slightly from the broadly positive and negative aspects of brand associations, brand perceptions are the overall picture people have of your brand. Every time consumers interact with your brand – whether that’s passively by watching an advertisement, or actively through a purchase or customer support query – they make small judgments that build to overall brand perception .

Brand equity

Equity is the value – perceived or actual – that your brand has over others of similar standing. As an example, Coca-Cola has much higher equity than an off-brand cola, even if the ingredients are largely similar. Think also about something as simple as hayfever tablets. Thanks to marketing and branding efforts, name-brand tablets tend to have a higher standing than the pharmacy’s version, even if the ingredients and dosage are exactly the same. That’s brand equity , in a nutshell.

Brand loyalty

Brand loyalty leans on metrics like NPS and CSAT to determine how likely people are to buy from you again and recommend you to their friends. High brand loyalty is a strong indicator of the success of a number of smaller factors, like your products’ quality, your customer service, and your marketing efforts hitting their mark. Brand loyal customers are more loyal to choose you over a rival, even if there’s a more competitive product elsewhere.

Brand preference

Brand preference is a metric that shows how many people would prefer to choose your products over a competitor’s. Whereas brand loyalty focuses on customers who know and love your brand, brand preference is broader – giving insight into what even people who have never purchased from you before have to say. In that way, it’s similar to brand equity, where a preference for your brand shows that your marketing and branding are paying off.

What are the benefits of conducting brand research?

When companies invest millions of dollars into their brands it’s important to understand the output of that investment

The benefits are:

• Brand research can show how your brand has grown (e.g. in awareness or stronger perceptions) and tell you if your communications are working.
• Having more efficient tactics: When you know what’s working, you can concentrate on doing more of that and spend less time on tactics that don’t move the needle. When resources are constrained you’ll be able to use research to justify where you spend those resources

Actionable insight carries inherent value – if you know the areas you need to improve, it makes changing course infinitely easier.

Beyond this, however, brand research is the first step along the path to enhancing the customer experience. As we’ve discussed, research leads to analysis, which leads to action. And that action should make things more appealing to your target audience. When you improve the customer and brand experience, you’ll improve customer retention – and when you do that, you’ll move the needle with brand awareness and brand loyalty.

So this kind of research is cyclical. It ultimately benefits the metrics you monitor in the first place, on a path of continuous improvement.

In fact, research from HingeMarketing shows that continuous research yields strong profitability:

At the end of the day, your exact ROI on performing brand research will vary, but the investment will generally yield branding decisions that drive higher sales and revenue.

How to conduct brand research

Ok, so how do you put all this into practice? There are several clearly-defined ways to conduct qualitative and quantitative brand and marketing research around your brand. Here are the core brand research methods:

Survey research

Surveys remain a great way to solicit feedback on your brand, whether it’s via email, an online form, or on the phone. There’s no limit to the kinds of questions you can ask, and you can collect survey feedback at any time if you include a survey as part of the purchase process.

One common survey type for brand-based research is the Net Promoter Score (NPS) , which asks the customer how they feel about the brand concerning willingness to recommend it. But email and online surveys can also be used to assess things like brand awareness and brand perception if you’re aiming it at people who haven’t necessarily already bought something from you. It’s all about choosing the right questions.

Example questions to ask:

• How likely would you be to recommend [BRAND]?
• What words come to mind when you think of [BRAND]?
• When you think of [PRODUCT CATEGORY], what brands come to mind?
• What led to that decision?
• What brand is the most recognizable in [PRODUCT CATEGORY]?
• If [BRAND] was a person, how would you describe them?
• If so, where?
• What did they make you think?
• List five words you would choose to describe [BRAND]

Focus groups

Focus groups, whether in a room together on in a digital space, allow for more in-depth answers to common brand research questions. You can use these groups to dive a little deeper into qualitative insights – like brand perception and brand associations.

Focus groups can be organized in person by finding willing local participants (for example, by contacting existing customers or by advertising on social media), or they can be conducted online. For example, Twitter Insiders acts as a way to solicit feedback and insights from thousands of online users. Traditionally, these groups offer incentives to participants.

There are also plenty of focus group and research panel providers out there; if you’re thinking of using one, here are a couple of things to look for:

1. A large respondent pool

It sounds obvious, but they need to be able to provide the right people at the right time. The best providers will have a vast range of possible respondents across different countries and demographic and social groups.

2. Support when you need it

A great provider will do more than just deliver the sample. They’ll be on hand to support you with questions about designing your survey , running the process, and conducting the right analysis afterward.

Digital listening

If you want to know what people are saying about your brand, you just have to listen! People will be talking about your organization on social media, on third-party review sites, over email, and on the phone to your contact center agents; the smartest brands are the ones who know how to piece all that information together.

An intelligent brand experience management suite can listen to all these disparate conversations for you, bring them together in one place, and use AI and natural language processing to assign qualitative values like emotion and sentiment – and then turn all that information into useful, actionable suggestions.

BrandXM , for example, can both listen and engage with consumers – passively and proactively – on a continuous basis. Our brand tracking tools then assign meaning to those interactions, painting a vivid picture of your brand perception, awareness, loyalty, and more.

Research as part of ongoing brand tracking

Research like this should never be seen as a one-and-done tactic. Instead, it’s a core part of building brand value on an ongoing basis. The insights you glean from your research will be inherently more accurate and useful if they derive from real-time listening and frequent questioning, so it’s crucial to think of research as one part of a permanent improvement strategy.

Identify the greatest areas of opportunity for your brand, so you can focus on strengthening the attributes that drive consumers and differentiate you from the competition

Make decisions faster, with real-time access to the brand insights and the ability to drill down whenever curiosity strikes

Simulate scenarios for your brand so you can anticipate how your tactics can move key metrics like awareness or equity

Understand the business value of your rebranding efforts and discover the factors that drive your success, easily replicating positive action

Related resources

Brand Equity

Brand Value 7 min read

Customer-based brand equity models 10 min read, brand equity research 5 min read, brand equity 20 min read, top of mind awareness 11 min read.

Market Segmentation

Market Fragmentation 9 min read

Brand Perception

Brand Sentiment 18 min read

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How to Come Up With a Brand Name? (+ Examples)

Appinio Research · 27.12.2023 · 44min read

Are you grappling with the exciting challenge of crafting a unique and captivating brand identity? One of the foremost steps in this creative endeavor is finding the perfect name that encapsulates your brand's essence. This guide will walk you through the intricate process of brainstorming, evaluating, and ultimately selecting a brand name that resonates with your audience and leaves an indelible mark in the business world.

What is a Brand Name?

A brand name is a unique and distinct word or phrase that serves as the primary identifier for a business, product, or service . It goes beyond mere nomenclature; it encapsulates the essence of your brand and communicates essential information about it.

Your brand name is more than just a label or a word; it's the foundation of your brand's identity. It's the name by which your business will be known and recognized by your target audience . Understanding what a brand name entails is essential as you embark on the journey of selecting the perfect one for your business.

Key Characteristics of a Brand Name

To fully grasp the concept of a brand name, consider the following key characteristics:

• Uniqueness : A brand name should be distinct and not easily confused with other brands. It sets your business apart from competitors.
• Memorability : A memorable brand name is one that sticks in the minds of your audience. It should be easy to recall and recognize .
• Relevance : The name should relate to your business, products, or services in a meaningful way. It should convey a message about what you do or what you stand for.
• Emotional Impact : A well-chosen brand name can evoke emotions and create a connection with your audience. It can make people feel something positive about your brand.
• Scalability : Consider how the name will adapt as your business grows or diversifies. It should have the flexibility to accommodate future expansion.
• Legal Protection : Ensuring that your brand name is legally protected through trademark registration is crucial to prevent others from using it in a similar context.

Importance of a Strong Brand Name

A strong brand name is a powerful asset for your business. It serves as the first point of contact between your brand and your target audience, making it vital for several reasons:

• Brand Recognition:  A strong brand name helps your business stand out in a crowded marketplace . It's the first thing people notice and remember about your brand. When chosen wisely, it becomes synonymous with the quality, values, and reputation of your business.
• Establishes Trust:  A well-crafted brand name can evoke trust and credibility in the minds of consumers . It gives the impression that your business is established and reliable, even if you're a newcomer to the industry.
• Differentiation:  A unique and memorable brand name sets you apart from competitors in a competitive landscape . It creates a distinct identity that customers can easily identify and choose.
• Communicates Values:  A strong brand name has the power to convey your brand's values, mission, and purpose. It serves as a shorthand for what your business represents, making it easier for customers to connect with you on a deeper level.
• Marketing and Promotion:  An effective brand name simplifies marketing and promotion efforts. It's a valuable asset in advertising campaigns , as it's what customers search for online and what they remember from your marketing materials.
• Customer Loyalty:  A strong brand name can build customer loyalty over time. When customers have positive experiences with your brand, they associate those experiences with your name, making them more likely to return.
• Legal Protection:  Securing your brand name through trademark registration provides legal protection, preventing others from using a similar name within your industry. This safeguards your brand's identity and reputation.

A brand name is the cornerstone of your brand's identity. It's the name by which you'll be known and remembered, and it plays a pivotal role in shaping consumer perceptions and driving business success. Choosing a solid brand name is a strategic decision with far-reaching implications for your brand's future.

How to Get Started Developing a Brand Name?

Forming a solid foundation is essential before diving into the creative process of developing a brand name. These preparatory steps will guide you in shaping your brand identity and setting clear objectives for your naming journey.

1. Define Your Brand Identity

Your brand identity is the essence of your business. It's the sum of your values, mission, personality, and culture. Before selecting a name, you must have a clear understanding of who you are as a brand.

• Core Values : Identify the principles and beliefs that your brand stands for. What do you want to convey to your audience?
• Mission Statement : Define your brand's purpose. What problems will your brand solve, and how will it improve the lives of your customers?
• Brand Personality : Think of your brand as a person. Is it friendly, professional, adventurous, or something else? This helps in choosing a name that aligns with the personality you want to portray.
• Brand Culture : Describe the work environment and culture within your company. This can influence the type of name that resonates with your team and customers.

Understanding your brand identity is like setting the compass for your naming journey. It will ensure that the name you choose reflects who you are and what you represent.

2. Identify Your Target Audience

Your brand exists to serve a specific audience, and your name should connect with them on a personal level. To identify your target audience effectively:

• Demographics : Understand their age, gender, location, income level, education, and other demographic factors.
• Psychographics : Dive into their lifestyles, interests, preferences, and values. What motivates them? What are their pain points?
• Needs and Desires : Determine what problems your brand can solve for your audience. How can your products or services improve their lives?

By understanding your target audience, you'll be better equipped to choose a name that speaks directly to their needs and aspirations.

3. Conduct Competitor Research

Analyzing your competitors can reveal valuable insights and help you differentiate your brand.

• Identify Your Competitors : List the key players in your industry or niche.
• Analyze Their Branding : Examine their brand names, logos , taglines, and messaging. What stands out? What do they emphasize?
• Naming Trends : Note any naming trends or common practices in your industry. This will help you decide whether to follow the norm or break away from it.
• Identify Gaps and Opportunities : Look for areas where your competitors might be missing the mark or not addressing specific customer needs. These gaps can provide inspiration for your brand name.

Competitor research isn't about copying what others are doing but gaining a better understanding of the landscape in which your brand will operate.

Developing a brand name is just the beginning of your journey toward building a strong brand identity. With Appinio , you can gather valuable insights from your target audience to inform your naming decisions. Our platform streamlines the data collection process, allowing you to understand consumer preferences and perceptions effortlessly.

Ready to create a brand name that resonates with your audience? Schedule a demo today to see how Appinio can elevate your branding strategy!

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4. Set Naming Objectives

Establishing clear naming objectives is crucial to ensure you choose a name that aligns with your brand's goals. Here are some common naming objectives to consider:

• Memorability : Your brand name should be easy to remember. A memorable name increases the chances of customers recalling and recognizing your brand.
• Descriptiveness : Decide whether you want your name to directly convey what your brand does or represents. A descriptive name can be an advantage if it aligns with your strategy.
• Uniqueness : Determine how unique you want your name to be. A highly distinctive name can help your brand stand out in a crowded marketplace.
• Scalability : Consider whether the name will remain relevant and practical as your brand grows and expands into new markets or product lines.

By setting clear objectives, you'll have a framework for evaluating potential names and ensuring they align with your brand's vision and strategy.

Brand Name Creative Brainstorming

Now that you've laid the groundwork for your brand, it's time to unleash your creativity and brainstorm potential brand names. This is where you can explore various techniques and strategies to come up with memorable and unique options.

Word Association

Word association is a classic brainstorming technique that can help you generate a wide range of name ideas.

• Start with Keywords : Begin with a list of keywords or terms related to your brand, products, or services. These can be nouns, adjectives, or even verbs.
• Expand and Connect : Take each keyword and start expanding on it. Think of synonyms, related concepts, and words that evoke emotions or imagery.
• Create Combinations : Experiment with combining different words and concepts from your list. Don't worry about making sense at this stage; focus on generating options.
• Eliminate and Refine : Once you have a sizable list, start eliminating names that don't resonate or seem off-brand. Refine and narrow down your choices.

Mind Mapping

Mind mapping is a visual brainstorming technique that allows you to explore ideas and connections in a structured way. To use it for brand naming:

• Start with a Central Idea : Write your brand's core concept or a central keyword in the center of a blank page.
• Branch Out : Create branches that radiate from the central idea, representing related concepts, themes, or words.
• Connect and Expand : Connect branches to one another to show relationships and associations. Expand on each branch with additional related terms.
• Explore Combinations : As you build your mind map, look for opportunities to combine words or concepts from different branches. This can lead to creative and unique name ideas.
• Review and Evaluate : Once you have a well-developed mind map, review it and identify the most promising name ideas that emerged during the process.

Mind mapping can help you visualize the connections between words and concepts, making it easier to come up with innovative brand names.

Storytelling

Every brand has a story, and sometimes, the perfect name can be derived from your brand's narrative. Here's how storytelling can inspire your brand name:

• Narrative Elements : Consider the key elements of your brand's story. What's the origin of your brand? What challenges have you overcome? What's your vision for the future?
• Character Names : If your brand's story involves characters, locations, or events, these can be a source of inspiration for names. Think about the personalities or traits of these characters.
• Emotional Appeal : Storytelling often involves evoking emotions. Identify the feelings you want your brand name to convey and explore words or phrases that capture those feelings.
• Metaphors and Symbols : Stories often use metaphors and symbols to convey deeper meanings. Think about metaphors or symbols associated with your brand's story.

A brand name rooted in storytelling can resonate with customers on a deeper level and make your brand more relatable and memorable.

Acronyms and Abbreviations

Creating an acronym or abbreviation for your brand name can lead to a concise and memorable identity.

• Identify Key Words : Choose the most significant words or terms associated with your brand. These could be product categories, values, or unique selling points.
• Create Combinations : Experiment with different combinations of these keywords to form acronyms or abbreviations. Try rearranging the words or using initials.
• Pronunciation and Clarity : Ensure that the resulting acronym or abbreviation is easy to pronounce and understand. It should still convey your brand's essence.
• Check for Existing Meanings : Be cautious that your acronym or abbreviation doesn't unintentionally spell something unrelated or inappropriate in other contexts.

Acronyms and abbreviations can be highly effective if they align with your brand's message and are easy for customers to remember.

Foreign Language Exploration

Exploring foreign languages can add an exotic or international flair to your brand name. Here's how to do it responsibly.

• Research and Respect : Research foreign languages and cultures to understand the meanings and connotations of words. Ensure that the words you choose are culturally appropriate.
• Relevance : Select words or phrases from foreign languages that have relevance to your brand, values, or products. The connection should make sense to your audience.
• Pronunciation : Consider how the foreign words will be pronounced by your target audience. Ensure they are easy to say and remember.
• Check Availability : Verify the availability of domain names and social media handles for the foreign words you're considering.

Foreign language exploration can infuse your brand with a sense of international appeal and sophistication, but it's essential to approach it with cultural sensitivity.

Thematic Naming

Thematic naming involves choosing a specific theme or concept and brainstorming names related to that theme.

• Select a Theme : Choose a theme that aligns with your brand's identity and values. It could be nature, mythology, technology, or any other theme that resonates.
• Brainstorm Related Words : List words, phrases, or concepts associated with your chosen theme. Think broadly and creatively.
• Combination and Variation : Experiment with combining and varying these thematic elements to create unique and meaningful brand names.
• Evaluate Alignment : Ensure that the names you generate under the chosen theme align with your brand's message and objectives.

Thematic naming can give your brand a cohesive and memorable identity that resonates with your target audience.

Brand Name Legal Considerations

Ensuring that your chosen brand name is legally sound is a crucial step in the naming process. Neglecting legal considerations can lead to costly issues down the road. Here's a comprehensive look at the legal aspects of selecting a brand name.

Trademark Availability

Checking the availability of a trademark for your brand name is a fundamental legal step. A trademark is a legally registered symbol, word, or phrase that distinguishes your goods or services from others.

• Research Existing Trademarks : Start by researching existing trademarks. You can use online databases like the United States Patent and Trademark Office (USPTO) in the U.S. or similar agencies in your country.
• Similarity Assessment : Look for trademarks similar to your proposed brand name, not just identical ones. The similarity can be in terms of pronunciation, spelling, or meaning.
• Consider Your Industry : Trademarks are often registered within specific industries or classes . Ensure your chosen name is available within the relevant class for your products or services.
• Perform a Comprehensive Search : While online databases are helpful, consider consulting with a trademark attorney or specialized search service for a thorough search.
• Avoid Trademark Infringement : If a similar trademark exists and is active in your industry, it's advisable to choose a different name to avoid potential legal disputes.

Registering your brand name as a trademark provides legal protection and exclusive rights to use it in your industry.

Domain Name Availability

Securing a matching domain name is crucial for your brand's online presence in today's digital age.

• Check Domain Registrars : Use domain registrar websites or domain search tools to check if your desired domain name is available.
• Consider Variations : If your exact name is not available, explore variations such as adding prefixes or suffixes, using hyphens, or altering the domain extension (e.g., .com, .net, .io).
• Buy Relevant Extensions : It's advisable to secure multiple domain extensions if they are available, especially the .com version, to prevent competitors or squatters from acquiring them.
• Avoid Copyrighted Domains : Be cautious about using domain names that closely resemble famous or copyrighted brands, as this can lead to legal issues.
• Renewal and Ownership : Ensure you maintain domain name ownership by renewing it regularly and keeping your contact information up-to-date.

Securing a relevant domain name early on is essential to establish your online presence and prevent others from acquiring it.

Checking for Copyright Issues

Copyright issues can arise if your brand name or associated materials infringe on someone else's copyrighted work. To avoid such problems:

• Copyright Research : Conduct thorough research to ensure that your brand name, logo, and any marketing materials do not infringe on existing copyrights. This includes text, images, videos, and other content.
• Original Content : Create original content for your brand, and if you use third-party content, ensure that you have the appropriate licenses or permissions.
• Public Domain : If you plan to use materials from the public domain, verify their status and ensure they are genuinely free to use without restriction.
• Consult Legal Counsel : If you have concerns about copyright issues, consider consulting with an intellectual property attorney specializing in copyright law.

Being proactive about copyright issues can save you from legal disputes, fines, or having to rebrand your business due to copyright infringement.

Consultation with Legal Experts

When in doubt about any legal aspect of choosing a brand name, it's advisable to seek advice from legal experts, particularly those with expertise in intellectual property and trademark law. To make the most of their expertise:

• Find a Specialized Attorney : Look for an attorney or legal firm with a focus on intellectual property, trademarks, and branding.
• Initial Consultation : Schedule an initial consultation to discuss your brand name and legal concerns. This is an opportunity to get expert advice on the feasibility and legality of your chosen name.
• Trademark Registration : If you decide to register your brand name as a trademark, legal experts can guide you through the registration process and ensure all paperwork is correctly filed.
• Ongoing Legal Support : Establish a working relationship with legal experts who can provide ongoing support and advice as your brand grows and evolves.

While legal consultations may incur costs, they are a valuable investment in safeguarding your brand's legal integrity and protecting it from potential legal disputes.

Brand Name Evaluation and Shortlisting

After an intense brainstorming session and legal considerations, it's time to evaluate the list of potential brand names. We'll explore the criteria you should use to assess and shortlist the names that align best with your brand's goals and identity.

Clarity and Memorability

A clear and memorable brand name is crucial for brand recognition and recall. Consider the following factors when evaluating names for clarity and memorability:

• Pronunciation : Is the name easy to pronounce? Names that are challenging to say may lead to confusion.
• Spelling : Are there any unconventional spellings that could confuse potential customers when trying to find your brand online or in print?
• Simplicity : Does the name convey your message in a straightforward way, or is it too complex? Simple names are easier to remember.
• Distinctiveness : Does the name stand out from competitors and other brands in your industry? Avoid generic names that could get lost in the crowd.
• Visual Appeal : Think about how the name looks when written or displayed in your logo. Visual appeal can enhance memorability.
• Associations : Consider any unintended associations or connotations the name might have. You want to avoid negative or confusing associations.

Relevance to Brand Values

Your brand name should align with your brand's values, mission, and culture. Assess the potential names based on their relevance to these key aspects.

• Mission Alignment : Does the name reflect your brand's overarching mission or purpose? It should communicate what your brand stands for.
• Value Alignment : Consider whether the name conveys your brand's core values. If sustainability is essential to your brand, for example, the name should reflect that commitment.
• Cultural Fit : Does the name resonate with your brand's culture and the culture of your target audience? It should feel authentic and relatable.
• Long-term Viability : Think about how the name will hold up over time. Will it remain relevant and meaningful as your brand grows and evolves?
• Emotional Connection : Assess whether the name has the potential to create an emotional connection with your audience. Emotional resonance can drive customer loyalty.

Unique Selling Proposition (USP)

Your brand name can play a significant role in conveying your Unique Selling Proposition (USP), which is what sets your brand apart from the competition. Evaluate names based on their ability to communicate your USP.

• Competitive Advantage : Does the name highlight what makes your brand unique? It should convey what sets you apart from competitors.
• Market Positioning : Consider how the name positions your brand in the market . Does it communicate your brand's position as a leader, innovator, or value provider?
• Product or Service Focus : If your USP is related to specific products or services, ensure that the name doesn't limit your brand's potential for growth or expansion.
• Audience Appeal : Think about how the name appeals to your target audience. Does it speak directly to their needs and preferences?

Domain and Social Media Availability

In today's digital age, a robust online presence is essential for your brand's success. As part of the evaluation process, check the availability of matching domain names and social media handles.

• Domain Name Availability : Ensure that the domain name corresponding to your brand is available. The .com extension is often preferred, but consider other extensions if necessary.
• Social Media Handles : Check if social media handles (e.g., @yourbrandname) are available on platforms relevant to your industry. Consistency across platforms is crucial for brand recognition.
• Avoid Confusion : Verify that the chosen domain and handles are not easily confused with other brands or entities. Clarity and uniqueness are key.
• Scalability : Think about how the domain and handles will work as your brand expands. Will they still make sense and be relevant in the future?

By considering these factors, you can ensure that the name you select not only aligns with your brand's identity but also positions you for a successful online presence and growth. Shortlist the names that perform well across these criteria for further consideration.

Brand Name Feedback and Collaboration

Gathering feedback and collaborating with others can be invaluable in the brand naming process. It brings fresh perspectives, helps you identify blind spots, and ensures that your chosen name resonates with a broader audience. Here's how to effectively incorporate feedback and collaboration into your naming journey.

1. Seek Input from Team Members

Your team members, whether they are employees, partners, or advisors, can offer unique insights and ideas. Here's how to involve them in the brand naming process.

• Brainstorming Sessions : Organize brainstorming sessions with your team. Encourage open discussions and the free flow of ideas. Set aside time to explore different angles and concepts.
• Diverse Perspectives : Make sure that you involve team members from various backgrounds and roles within your organization. Different perspectives can lead to creative breakthroughs.
• Clear Guidelines : Provide your team with clear guidelines and criteria for evaluating brand name options. This will help them provide structured feedback.
• Anonymous Submissions : If you're concerned about bias or groupthink, consider allowing team members to submit name suggestions anonymously. This can encourage honest input.
• Consolidate Feedback : Collect all feedback and suggestions in one place, making it easier to evaluate and compare options.
• Open Communication : Foster an environment where team members feel comfortable sharing their thoughts and concerns. Encourage open communication throughout the process.

2. Conduct Surveys or Focus Groups

Beyond your internal team, gathering input from your target audience or potential customers is beneficial. Surveys and focus groups can provide valuable insights.

• Survey Design : Create surveys that include questions about potential brand names. Ask respondents to rate names based on factors like memorability, clarity, and relevance.
• Focus Group Discussions : Organize focus group sessions where participants can discuss and react to your shortlisted names. Pay attention to their spontaneous reactions and comments.
• Segmentation : Consider segmenting your surveys or focus groups based on demographics or customer personas. This can reveal how different groups perceive your name options.
• Quantitative and Qualitative Data : Collect both quantitative data (e.g., ratings and rankings) and qualitative data (e.g., comments and suggestions) to gain a comprehensive understanding.
• Iterative Process : Use the feedback obtained to refine your list of potential names. Iterate and improve the names based on the insights you gather.
• Incentives : Consider offering incentives to survey participants or focus group attendees to encourage their participation and honest feedback.

3. Incorporate Feedback

Once you've gathered feedback from your team and potential customers, it's essential to incorporate that feedback into your decision-making process.

• Objective Evaluation : Review the feedback objectively and analyze emerging trends and patterns. Identify which names receive the most positive responses and why.
• Adapt and Refine : Use the feedback to adapt and refine your list of potential names. Eliminate names that consistently receive negative feedback or confusion.
• Focus on Alignment : Prioritize names that align with your brand's identity, values, and objectives. Feedback should guide your choices but not compromise your brand's essence.
• Testing : If you're uncertain about the reception of a particular name, consider running A/B tests or small-scale marketing campaigns to gauge real-world reactions.
• Iterate : Don't be afraid to iterate and revisit the naming process based on feedback. It's better to invest time in refining your options now than to regret your choice later.

4. Brand Health Tracking

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Final Brand Name Selection

Congratulations! You've reached the critical stage of choosing the perfect brand name. The final selection involves a series of crucial steps to ensure that your chosen name is not only appealing but also legally secure and ready for implementation.

Decision-Making Process

Selecting the final brand name is a pivotal moment for your business.

• Comprehensive Evaluation : Review all the feedback, assessments, and criteria applied during the naming process. Focus on the names that have consistently ranked high in terms of clarity, memorability, relevance, and uniqueness.
• Alignment with Brand : Ensure that the chosen name aligns seamlessly with your brand identity, values, mission, and unique selling proposition (USP). It should reinforce your brand's message and resonate with your target audience.
• Legal Check : Revisit the legal considerations and confirm that the name is legally sound. Verify that it's available for trademark registration and that the domain name and social media handles are secured.
• Scalability : Consider the long-term viability of the name. Will it still be relevant as your brand expands into new markets or product lines? A name with room for growth is preferable.
• Team Consensus : Gather input from your team members and stakeholders. Their final endorsements or concerns should be taken into account.
• Gut Feeling : Sometimes, a name simply feels right. Trust your instincts, but ensure your gut feeling aligns with the practical considerations discussed.
• Test It Out : Before making the final decision, consider testing the name with a select group of your target audience or running small-scale marketing campaigns to gauge real-world reactions.
• Second Opinions : If you're still uncertain, seek second opinions from branding experts or mentors who can provide additional insights and guidance.

Reserve Domain and Social Media Handles

Once you've made your decision, it's crucial to secure the matching domain name and social media handles immediately.

• Domain Registration : Register the domain name corresponding to your brand immediately. Consider using a reputable domain registrar and opt for additional extensions if available.
• Social Media Handles : Secure social media handles on platforms relevant to your industry and target audience. Consistency in your online presence is essential for brand recognition.
• Create Accounts : Create accounts/profiles with your chosen brand name on social media platforms, even if you don't plan to use them immediately. This prevents others from claiming those handles.
• Monitor and Renew : Regularly monitor the status of your domain name and social media handles. Ensure that you renew them promptly to maintain ownership.
• Trademark Registration : While trademark registration may take time, initiate the process to establish legal protection for your brand name as soon as possible.

Perform a Trademark Search

Trademark registration provides legal protection for your brand name, preventing others from using it in a similar context within your industry. To perform a trademark search:

• Consult with a Trademark Attorney : Engage a trademark attorney with expertise in intellectual property law to guide you through the registration process.
• Trademark Database Search : Conduct a thorough search in the trademark database relevant to your country or region. This can be done through agencies like the United States Patent and Trademark Office (USPTO) in the U.S.
• Search for Similarities : Look for trademarks that are similar to your chosen brand name, considering factors like pronunciation, spelling, and meaning.
• Consult the Attorney : Share the results of your search with your attorney. They can assess the potential risks and advise on whether to proceed with trademark registration.
• Trademark Application : If your attorney believes your chosen name is clear for registration, proceed with the trademark application. This process can take some time, so starting early is best.

Securing your brand name through trademark registration is critical in protecting your intellectual property and ensuring that you have exclusive rights to use the name in your industry. It also helps prevent potential legal disputes in the future.

Examples of Memorable Brand Names

To gain a deeper understanding of what makes a brand name memorable and effective, let's explore some real-world examples of successful brands and how their names contribute to their identity.

Why it works:  Apple, a tech giant known for its innovation and user-friendly products, chose a simple and familiar word as its brand name. "Apple" symbolizes something approachable, healthy, and natural, qualities that align with the brand's ethos. The name is easy to remember, pronounce, and spell, making it highly accessible to a global audience.

2. Coca-Cola

Why it works:  Coca-Cola, often referred to simply as "Coke," has a brand name that's catchy and easy to say. The repetitive "C" sound in both words adds a musical quality to the name. Over the years, Coca-Cola has become synonymous with carbonated beverages , illustrating how a strong brand name can dominate an industry.

Why it works:  Amazon, the e-commerce and technology giant , chose a name that invokes a sense of vastness and exploration. The name "Amazon" alludes to the world's largest river and suggests a wide variety of products and services, just as the company offers. It's both memorable and evocative.

Why it works:  Nike, the global sportswear and athletic brand , adopted a name that's short, powerful, and easy to remember. The name is inspired by the Greek goddess of victory, aligning perfectly with the brand's mission to empower athletes and promote success.

Why it works:  Google, the tech giant synonymous with online search, has a playful and unique name. It's derived from "googol," a mathematical term representing the number 1 followed by 100 zeros. Google's choice of name reflects its mission to organize and make an enormous amount of information accessible to users.

Why it works:  Tesla, the electric vehicle and clean energy company takes its name from Nikola Tesla, a renowned inventor and engineer. By associating with a historical figure known for groundbreaking innovations, Tesla's brand name conveys its commitment to innovation and forward-thinking technology.

These examples showcase the diverse strategies behind successful brand names. They demonstrate the importance of clarity, memorability, and relevance to a brand's identity and values. When brainstorming your own brand name, consider the lessons learned from these iconic names and apply them to your unique business context.

Brand Name Launch

With your brand name chosen and secured, it's time to prepare for the exciting phase of launching your brand to the world. The successful launch of your brand name can set the stage for its recognition and success. Here's how to execute a seamless brand name launch.

Branding and Logo Design

• Brand Identity Development : Your brand's visual identity, including logo design, color schemes, and typography, should align with your chosen name and overall brand message.
• Professional Logo Design : Invest in a professional logo designer who can create a logo that encapsulates your brand's essence and is visually appealing .
• Consistency : Ensure that your brand's visual identity is consistent across all platforms, including your website, social media profiles, marketing materials, and physical products or locations.
• Trademark Usage : Display the trademark symbol (™) next to your brand name to indicate your legal ownership and protect your rights.
• Style Guide : Create a brand style guide that outlines the correct usage of your logo, fonts, colors, and other design elements. This guide ensures consistency in your branding efforts.

Legal Registration (if necessary)

• Trademark Registration : If you haven't already, complete the trademark registration process to protect your brand name legally. This process may take some time, so initiate it as early as possible.
• Domain Name and Social Media : Continue monitoring and renewing your domain name and social media handles to maintain ownership and prevent any unauthorized use.
• Legal Documentation : Consider drafting legal documents, such as brand usage policies and guidelines, to protect your brand from potential misuse or infringement.

Announcement and Promotion

• Announcement Strategy : Plan a well-thought-out announcement strategy to introduce your brand name to your target audience and stakeholders.
• Website Launch : If you have a website, update it with your new brand name, logo, and visual identity. Ensure that all links, forms, and content reflect the change.
• Social Media Update : Make a coordinated update across all your social media profiles to reflect your new brand name and visual identity. Announce the change to your followers and engage with their feedback.
• Press Release : Consider issuing a press release to announce your brand name change to the media and industry publications. This can help generate buzz and reach a wider audience.
• Email Campaign : Notify your existing customers and mailing list subscribers about the brand name change through an email campaign. Explain the reasons behind the change and highlight any benefits to them.
• Collateral and Marketing Materials : Update all marketing materials , such as business cards, brochures, banners, and advertisements, with the new brand identity.
• Employee Training : Ensure that your employees are well informed about the brand name change and are equipped to communicate it to customers and clients.
• Customer Support : Be prepared for customer questions and inquiries regarding the name change. Train your customer support team to address these queries effectively.
• Monitoring and Feedback : Continuously monitor the response to your brand name launch and gather feedback from customers, employees, and stakeholders. Address any concerns or issues promptly.
• Promotion and Marketing : Promote your brand name actively through marketing campaigns, social media content, and collaborations with influencers or partners.

Launching your brand name is a significant milestone in your business journey. By carefully planning and executing each step, you can ensure a smooth transition and create excitement and positive associations around your new brand identity.

Conclusion for Brand Naming

Choosing the right brand name is a crucial decision that can shape the future of your business. It's the name that customers will remember, trust, and connect with. By following the steps outlined in this guide, you can navigate the naming process with confidence and creativity. Remember, a strong brand name is more than just words; it's the beginning of a memorable brand journey. As you embark on this journey, keep in mind that the process may require time, effort, and collaboration. But the end result, a powerful brand name that aligns with your identity and resonates with your audience, is well worth the investment. So, go ahead, unleash your creativity, seek input, and ensure legal protection – because your brand name is your brand's first impression, and it's the beginning of a remarkable brand story.

How to Come Up With a Brand Name in Minutes?

Introducing Appinio , the real-time market research platform transforming how businesses approach brand naming and beyond. With Appinio, you can conduct your own market research in minutes, gaining valuable consumer insights to craft the perfect brand name and make data-driven decisions effortlessly.

• Real-Time Consumer Insights : Appinio provides you with real-time consumer data, allowing you to gauge immediate reactions to potential brand names. Say goodbye to the guessing game and hello to informed decisions.
• Intuitive and User-Friendly : You don't need a Ph.D. in research to use Appinio. Our platform is so intuitive that anyone can easily create surveys and gather insights, ensuring that the brand naming process is accessible to all.
• Rapid Results : With an average field time of under 23 minutes for 1,000 respondents, Appinio accelerates your research process. Quickly iterate on brand name ideas and fine-tune your choices based on immediate feedback.

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Brand Naming: How to Name a Brand

What's in a name? A lot, actually. The right brand name can make your business stand out, connect with customers emotionally, and convey what you're all about. But choosing that perfect moniker is easier said than done.

Too often, entrepreneurs treat naming their brand as an afterthought. They brainstorm a few options, pick the best one, and leave it at that. But brand naming deserves more careful thought and strategy. After all, your business name will likely stick around for a long time – it becomes part of your brand identity and equity.

Naming is the first branding decision you'll make for your company. And while it may seem like a small detail, it has an outsized impact on perceptions and first impressions. Like excellent cover art on a book, the name you choose either draws readers in or pushes them away.

So, how do you pick a brand name that truly resonates? One that captures your vision and personality? Let's break it down step-by-step…

Key takeaways:

• Brand naming is crucial for establishing identity and differentiation: A well-chosen brand name helps create a strong brand identity and sets a brand apart from competitors.
• Consider target audience and brand values: The brand name should resonate with the target audience and align with the brand's values, mission, and vision.
• Simplify and test the name: Keep the name simple, memorable, and emotionally appealing. Test the name with focus groups or surveys to ensure it resonates positively with the intended audience.

Table of Contents

What is Brand Naming?

The quest to name your brand isn't about finding some random words that sound cool. It's about discovering a name that embodies your tribe's hopes, fears, and dreams. One that whispers “you belong here” to the right people and whispers “move along” to the rest.

Great brand names tell a story. They capture the essence of why your product exists and why it matters. They spark an emotion and speak to the yearnings of your audience.

So don't just brainstorm clever names that are easy to spell and available as a .com. Do the hard work to uncover a name that will resonate with the people you seek to serve and inspire—a name with soul.

Consider what makes your product unique, what change it creates, and what void it fills. Listen closely to understand what your peeps care about more than anything. Then, play with words and meanings to uncover the perfect name to make your tribe perk up and say, “You had me at hello.”

The right brand name is more than just a label. It's a signal that draws your kindred spirits close and transforms strangers into friends. So, choose wisely and give your brand a name to be remembered.

Why is Brand Naming Important?

Let's go back to the beginning. Before the website or the logo, before the office or the business cards , there's just an idea—a whisper of a dream.

And that whisper needs a name.

Why do some names stick while others disappear into the ether? It's a mystery. But this much we know:

The correct name builds a foundation. It's the first brick in your brand's identity , that intangible feeling your customers get when they hear your name.

Get it right, and you're memorable. Unique. It's worth talking about.

Get it wrong? Then, you fade into the background. Another generic label in a sea of brands. Game over.

A name tells a story. It captures attention. Makes promises. Sets expectations.

Most of all, a name creates an impression. Long before someone buys from you, you've already won or lost them with your name alone.

So choose wisely, fearless builders. The name you pick could change everything. It could be the start of a movement. Or is it just another wasted chance?

This is your one opportunity to speak to the world. Tell us who you are and why we can't live without you.

The perfect name is waiting to be discovered. Can you find it?

Suggestions:

Key Factors to Consider in Brand Naming

When it comes to brand naming, several vital factors require our attention. In this section, we will explore the key aspects that truly matter – connecting with your target audience, creating a brand identity that reflects your values, and distinguishing yourself through uniqueness and differentiation. It is also essential to consider the memorability of your brand, its ease of pronunciation and spelling, and the availability of domain names and trademarks. Join me as we reveal the secrets to successful brand naming.

Target Audience

The target audience is a critical factor to consider when naming a brand. The brand name should resonate with the intended customers and align with their preferences, values, and aspirations.

• Demographics: It is crucial to understand the age, gender, location, education, and income level of your target audience. This will help you create a name that appeals to their needs and desires.
• Psychographics: It is also important to dive deeper into your audience's lifestyle, personality traits, interests, and values. A brand name that reflects their identity and values will establish a stronger connection.
• Emotional Appeal: Consider the emotions you want to evoke in your target audience. A name that evokes positive emotions like trust, excitement, or nostalgia can attract and engage customers .
• Language and Tone: Ensure the brand name is understandable and relatable to your target audience. Consider cultural nuances and linguistic preferences to avoid any potential misunderstandings or misinterpretations.
• Market Research: Conduct thorough research to gather insights about your target audience's perception of different naming styles and trends. This will help you create a name that stands out and resonates positively.

Pro-tip: Conducting focus groups or surveys with your target audience can provide invaluable feedback and insights to shape your brand name decision.

• Miller, Jeremy (Author)
• English (Publication Language)
• 240 Pages – 10/08/2019 (Publication Date) – Page Two (Publisher)

Brand Identity and Values

Brand identity and values are essential considerations when naming a brand. The name should align with the brand's identity and effectively convey its values. It should capture the brand's essence and resonate with the target audience.

To establish a strong brand identity and values through naming, consider the following factors:

By considering these factors, you can create a brand name that effectively communicates the identity and values of your brand, establishing a solid foundation for its success.

Uniqueness and Differentiation

When naming a brand, it is essential to consider uniqueness and differentiation. These elements are crucial in setting a brand apart from competitors and leaving a lasting impression on consumers. Here are some factors to consider:

• Target Audience: Understand the preferences and aspirations of your target audience to create a unique and appealing brand name that resonates with them.
• Brand Identity and Values: The name should align with its identity and values, effectively communicating its purpose and positioning.
• Uniqueness: Ensure the name is similar to existing brands to avoid confusion and potential legal issues.
• Memorability: A memorable name makes it easier for consumers to recall and recognise the brand.
• Pronunciation and Spelling: Choose a name that is easy to pronounce and spell, facilitating word-of-mouth recommendations.
• Availability of Domain Names and Trademarks : Conduct thorough research to ensure the availability of domain names and trademarks for the chosen name.

Considering these factors, you can create a brand name that stands out and differentiates your business.

Memorability

When it comes to brand naming, one crucial factor to consider is memorability . A memorable brand name is essential in capturing consumers' attention and ensuring long-term brand recognition. So, how can you make your brand name more memorable?

1. Keep it simple and concise. Avoid long and complicated names. Opt for short and easy-to-pronounce words that are catchy and stick in people's minds.

2. Create a unique and distinctive name. Stand out from the competition by choosing a name that is different and memorable. Avoid generic or descriptive terms that blend in with other brands.

3. Consider emotional appeal. A brand name that evokes positive emotions or conveys a specific message can make it more memorable. Think about the feelings you want your brand to produce and try to incorporate them into the name.

4. Test the name. Before finalising your brand name, test it with your target audience. Conduct surveys or focus groups to gather feedback and ensure the name resonates with consumers.

Incorporating these strategies can help enhance the memorability of your brand name, increasing its chances of success in the market.

Suggestions: Exemplify the power of memorability with successful brand names like Google , Nike , or Coca-Cola .

Pronunciation and Spelling

When it comes to brand naming, the pronunciation and spelling of a brand name play a vital role in creating a memorable and accessible brand for consumers. A brand name should be easy to pronounce and spell correctly to ensure customers can easily share and remember it.

Here are a few essential factors to consider regarding pronunciation and spelling in brand naming:

• Simplicity : Choose a straightforward brand name, avoiding complicated or unusual spellings. This helps customers quickly understand and pronounce the brand name correctly.
• Clarity : Make sure that the pronunciation and spelling of the brand name align with its intended message and identity. This helps effectively communicate the brand's values and characteristics.
• Cultural Considerations : Consider the cultural context and target audience when considering pronunciation and spelling. Avoid names that may be difficult to pronounce or spell in specific markets or languages.
• Recognition : Opt for a brand name that is distinct and easily recognisable, even when written or said out loud. This helps build brand awareness and recall among consumers.

By carefully considering and crafting the pronunciation and spelling of a brand name, businesses can create a strong brand identity and enhance the overall brand experience for their customers.

Availability of Domain Names and Trademarks

When considering brand naming, it is vital to view the availability of domain names and trademarks. This is important to establish a robust online presence and protect your brand legally.

• Amazon Kindle Edition
• Watkins, Alexandra (Author)
• 169 Pages – 10/01/2019 (Publication Date) – Berrett-Koehler Publishers (Publisher)

Tips for Naming a Brand

When naming a brand, some essential tips can make all the difference. This section explores the art of brand naming and provides practical advice to ensure success. From the power of research and brainstorming to the importance of simplicity and emotional appeal, each sub-section offers valuable insights into the process. So, fasten your seat belts and get ready to embark on a journey of creating memorable and impactful brand names.

Research and Brainstorming

When naming a brand, conducting thorough research and brainstorming are essential to ensure a successful and impactful name.

• Conduct thorough research to understand your target audience, competitors, and industry trends. This will help you identify naming conventions, avoid trademark conflicts, and gain insights that can inspire unique and relevant name ideas . Analyse customer preferences, conduct surveys and gather feedback to inform your choices.
• After collecting research, start generating name ideas. Encourage creativity and explore different approaches, such as using descriptive terms , creating invented words , or combining relevant concepts . Consider the brand's values , mission , and target audience when brainstorming. Collaborate with a team or seek input from external sources for diverse perspectives.

By combining thorough research with creative brainstorming techniques, you can develop a brand name that resonates with your target audience, differentiates your brand from competitors, and aligns with your brand's identity and values .

Keep it Simple and Easy to Remember.

When it comes to brand naming, keeping it simple and easy to remember is crucial for the success of your brand. Here are some reasons why:

• A simple and memorable name is more likely to stick in the minds of consumers, making it easier for them to recall and recognise your brand.
• A straightforward name helps avoid confusion in pronunciation and spelling, making it easier for customers to search for your brand online and share it with others.
• A simple name conveys a sense of clarity and professionalism, reflecting a solid brand identity .
• By choosing a simple and easy-to-understand name, you can cater to a broader range of demographics and ensure your brand resonates with your target audience .
• In a crowded market, a simple name can help your brand stand out and be more memorable than your competitors.

When considering brand naming, keep in mind these suggestions:

• Avoid complex or lengthy names that may confuse or overwhelm consumers.
• Create a name that is straightforward, easy to pronounce , and spell .
• Ensure the word aligns with your brand values and resonates with your target audience .
• Conduct thorough research and trademark checks to ensure the name is unique and legally available.
• Test the word among your target audience to gather feedback and ensure it's well-received and memorable.

Consider the Emotional Appeal

When considering brand naming, it is crucial to think about the emotional appeal to create a strong connection with consumers. A brand name that evokes positive emotions can leave a lasting impression and build brand loyalty. Below are some key factors to consider when aiming for emotional appeal:

• Brand values: Align the brand name with the values and emotions you want to evoke in your target audience. For example, a brand focusing on sustainability might choose a name that conveys eco-friendliness and environmental care.
• Voice and tone: Choose a name that reflects the personality and style of your brand. Words with positive connotations, such as “joy,” “inspire,” or “delight,” can create an emotional connection.
• Visual imagery: Consider the imagery and associations that the name might evoke. A title like “Blissful Gardens” for a spa or “Sunshine Sweets” for a bakery can create positive emotional responses.
• Simplicity and memorability: A simple and memorable name is more likely to resonate emotionally with consumers. Think of iconic brands like Apple or Nike that evoke emotions of innovation and empowerment.
• Connotation and cultural relevance: Ensure the name has no negative connotations and is culturally appropriate for your target audience. A name that has a positive cultural association can create an emotional bond.

• Flowers, Brad (Author)
• 184 Pages – 03/17/2020 (Publication Date) – Entrepreneur Press (Publisher)

Test the Name

Regarding brand naming, testing the name is a crucial step to ensure its effectiveness and potential success. Here is a list of steps to follow:

• Obtain feedback: Share the potential brand name with a diverse group of individuals to gather their initial reactions and feedback. This can be done through surveys, focus groups, or one-on-one interviews.
• Assess memorability: Test the name's memorability by asking participants to recall it afterwards. This will help determine if the name is easily remembered and if it leaves a lasting impression.
• Evaluate pronunciation and spelling: Confirm that the name is easy to pronounce and spell. This is important for word-of-mouth marketing and online searches.
• Check cultural sensitivity: Consider cultural implications and ensure the name does not have negative connotations or offend any specific audience.
• Consider trademark availability: Conduct a thorough trademark search to ensure the name is legally available and can be protected.
• Test marketability: Conduct market research to see how the target audience responds to the name. This will help gauge its market potential and appeal.

By following these steps, you can gain valuable insights and make informed decisions when testing a potential brand name.

Common Mistakes to Avoid in Brand Naming

Regarding brand naming, it is crucial to avoid common mistakes for success. We will explore the pitfalls you must know, such as generic or descriptive names and poorly researched or offensive choices. It is essential to avoid complex or confusing names that may alienate your audience and resist the temptation to use trendy or outdated language that could quickly make your brand seem out of touch. Get ready to discover the dos and don'ts of effective brand naming!

Generic or Descriptive Names

When it comes to brand naming, it is important to avoid generic or descriptive names as they can hinder brand differentiation and creativity. Generic words fail to stand out in a crowded marketplace as they do not offer a distinct identity or value proposition . Descriptive names often limit the potential expansion of a brand into new product lines or markets, as they tie the brand too closely to a specific product or service.

Generic names can lead to confusion among consumers, making it difficult for them to differentiate between different brands offering similar products or services. Generic or descriptive names are more likely to encounter trademark conflicts, as they are typically common words or phrases that may already be in use by other companies.

Instead of generic or descriptive names, consider more creative and unique options that evoke emotions, reflect the brand identity and values, and are memorable. Some suggestions in a similar tone of voice could be “ElevateLife”, “VitalSpire”, or “ReviveSense. These names give energy, vitality, and a unique brand identity.

Poorly Researched or Offensive Names

When it comes to brand naming, it is essential to avoid poorly researched or offensive names, as these can adversely affect your brand's reputation and success. Here are some points to consider:

1. Research and brainstorming: Take the time to research and understand your target audience, cultural sensitivities, and market trends. Brainstorm ideas that align with your brand's identity and values while avoiding potential offensive connotations.

2. Cultural relevance: Ensure your brand name is culturally appropriate and does not offend or disrespect any particular group or community. Consider consulting with experts or conducting focus groups to gain insights into cultural nuances.

3. Language considerations: Pay attention to the pronunciation and spelling of your brand name. Avoid names that may be difficult to pronounce or spell or have negative associations in different languages or dialects.

4. Avoid generic or descriptive names: Choose a name that is unique and stands out in the market. Generic or descriptive names can easily be forgotten or confused with competitors.

Pro-tip : Conduct thorough market research and testing to assess the potential impact and perception of your brand name. It's better to invest time upfront to avoid potential backlash or negative associations in the future. Remember, a well-researched and non-offensive name can be a powerful asset in building brand recognition and customer loyalty.

Complex or Confusing Names

Complex or confusing names can harm a brand's success. They can make it difficult for customers to understand and remember the brand, decreasing recognition and engagement. To avoid this, it is vital to consider certain factors in brand naming.

Fact: According to a study , brands with straightforward names are more likely to be remembered and preferred by consumers .

Using Trendy or Dated Language

When it comes to brand naming, it is crucial to avoid using trendy or dated language, as it can significantly impact the perception and longevity of a brand. There are several reasons why this is important.

Firstly, trendy language may quickly become outdated , making the brand seem irrelevant and disconnected from the target audience. A brand must stay relevant to maintain a strong connection with its audience.

Secondly, using dated language can make a brand feel old-fashioned and out of touch with current trends and consumer preferences. In a rapidly changing market, a brand needs to stay up-to-date and appeal to the tastes of its target audience.

Thirdly, trendy or dated language can confuse the target audience, leading to a lack of understanding about the brand's message or offerings. Clarity is critical in brand naming to effectively communicate the brand's values and offerings to the audience.

In addition, avoiding trendy or dated language can provide a competitive advantage for a brand. By using a language that is timeless and unique , a brand can differentiate itself from competitors and create a lasting impression on its audience.

Furthermore, building a brand for long-term success requires a language that can withstand the test of time and adapt to changing cultural and linguistic landscapes. By avoiding trendy or dated language, a brand can ensure its growth and relevance in the long run.

Legal Considerations in Brand Naming

When naming a brand, legal considerations play a crucial role. In this section, we'll explore the essential factors you need to keep in mind to ensure your brand name is legally protected and compliant. From trademark availability and clearance to domain name availability and registration, we'll cover all the necessary steps you need to take. We'll also touch upon the international considerations that can impact the legality of your brand name. Let's dive into the world of legalities and safeguard your brand's identity.

Trademark Availability and Clearance

When considering a brand name, it is crucial to ensure its availability and clearance for trademarks . This step is essential to avoid legal issues and potential conflicts. Here's a list of steps to follow:

• Research existing trademarks: Conduct a thorough search to determine if any trademarks similar to your desired brand name already exist. Use online databases and consult with a trademark attorney if needed.
• Check industry-specific trademarks: Look for brands related to your industry or target market .
• Analyse potential conflicts: Assess if your desired brand name will likely cause confusion or infringement with existing trademarks. Consider factors such as the industry , products or services, and the target audience .
• Consult with a trademark attorney : Legal guidance can help you evaluate the risks and potential conflicts associated with your brand name.
• Apply for a trademark: If the desired brand name is available and clears all potential conflicts, file for a trademark registration to protect your brand.

Pro tip: It's recommended to conduct thorough research and seek legal advice to ensure proper availability and clearance for trademarks for your brand name.

Domain Name Availability and Registration

When considering domain name availability and registration for your brand, it is essential to follow these steps:

• Research and brainstorm potential domain names that align with your brand and are easy for customers to remember.
• Check the availability of your desired domain names using domain registration platforms or websites. Look for domain extensions that are relevant to your business.
• If your desired domain name is available , register it as soon as possible to secure it for your brand. Consider registering multiple variations or extensions to protect your brand's online presence .
• Ensure that the domain name you choose is compatible with your brand's image and identity and reflects your target audience and industry.
• Check for any trademarks or legal issues associated with your chosen domain name . Avoid infringing on the intellectual property of others.
• Consider international considerations , such as registering domain names for different countries if you have a global presence.
• Maintain proper documentation of your domain registration and keep track of any renewal dates to ensure your domain remains active and protected.

By following these steps, you can ensure the availability and proper registration of your domain name, which is crucial for establishing and protecting your brand online.

International Considerations

International considerations are crucial when it comes to brand naming. When expanding into global markets , businesses must ensure their brand name is suitable and culturally appropriate in different countries. Here are some key aspects to consider:

A well-known example of the importance of international considerations in brand naming is the case of Chevrolet ‘s Nova car. When introduced in Spanish-speaking countries, Nova was interpreted as “no va,” meaning “it doesn't go.” This resulted in poor sales due to the negative implications of the brand name.

Facts About Brand Naming

• A brand name is crucial in creating long-term customer loyalty and should be considered a critical component of the overall branding strategy.
• Choosing or creating a brand name can be complex and requires following a rigorous approach to increase the chances of the name's longevity and success.
• To develop influential brand names, it is essential to have a clear brief, consider future brand stretching, incorporate brand truth, play with words, add personality, and utilise parallel processing.
• Ideal brand names are two, three, or a maximum of four syllables for easy memorability, and they should be tested with the target audience to gather feedback and resonate with the intended market.
• Considering the legal and cultural implications of shortlisted names is crucial to avoid potential conflicts or misunderstandings in different markets.

Frequently Asked Questions

What are some examples of iconic brand names.

Iconic brands include well-known brands such as Apple, Coca-Cola, Nike, McDonald's, and Google. These brands have successfully established themselves in the market and have become synonymous with their respective products or services.

How important is brand research in the naming process?

Brand research is crucial in the naming process as it helps understand the target audience, market trends, and competitor analysis. It helps ensure that the chosen brand name aligns with its positioning, resonates with the intended market, and stands out from competitors.

How can playing around with words contribute to creating influential brand names?

Playing around with words can lead to the creation of unique and memorable brand names. This can be achieved by combining names, using wordplay, or incorporating visual and auditory elements. These creative approaches help make the brand name distinct and easily memorable for customers.

How important is securing an available URL for a brand name?

Securing an available URL for a brand name is essential in today's digital age. It ensures consistency in branding across online platforms and makes it easier for customers to find and connect with the brand. A solid online presence, including a matching domain name, can contribute to brand longevity and traction on social media.

What are the steps involved in dreaming up a creative brand name?

Dreaming up a creative brand name involves several steps. First, define the brand's leading attributes and promise. Second, brainstorming various names, using techniques like word combinations and playing with languages; and third, evaluating the shortlisted expressions against important considerations like memorability and cultural implications; lastly, conducting qualitative research among the target audience to gather feedback on the selected words.

Is there a proven process for naming a company or product?

While there are no hard and fast rules, there is a proven process for naming a company or product. It involves defining a clear brand development brief, considering brand truth and positioning, brainstorming names, conducting trademark searches, evaluating expressions against essential criteria, and gathering feedback from the target audience. This process increases the chances of finding a good enough brand name that aligns with the brand's values and resonates with the target audience.

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A comprehensive framework of brand name classification

• Original Article
• Published: 08 May 2015
• Volume 22 , pages 79–116, ( 2015 )

Cite this article

• Sunny Arora 1 ,
• Arti D Kalro &
• Dinesh Sharma  

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Research on brand naming has recently taken center stage in marketing literature. This study formulates a comprehensive classification of brand names that incorporates frameworks from existing literature and current naming methods used by practitioners. A content analysis of the top 500 global brand names based on manifest content, across 11 product categories, was conducted to understand the current brand-naming trends. The results confirm extensive use of the promoter’s name and place of origin (39.7 per cent of all brand names coded), compounding (34.1 per cent), abbreviations (18.2 per cent) and blending (7.9 per cent). Category-wise analysis indicates that certain categories, such as durables, follow the aggregate pattern of 61.5 per cent semantic word names, 53.0 per cent invented word names and 23.6 per cent non-word names. FMCG brands, on the other hand, show differing patterns because of disproportionately low abbreviations in the distribution. Further, χ 2 tests using equal expected frequencies of the three dimensions; semantic, invented and non-word names, showed that there appears to be significant differences in frequency between these dimensions. Practitioners may consider using these newly defined categories, such as semantically related acronyms, in creating distinctive brand names. This study also analyzes the use of sound symbolic names for brands.

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Overview of the brand journey and opportunities for future studies

Sandra Maria Correia Loureiro

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Acknowledgements

The authors thank the editor, the associate editor, the reviewers, the brand managers, the advertising agency professionals and the entrepreneurs for their invaluable feedback and inputs. The authors are grateful to Prof. Shivganesh Bhargava, Prof. Shishir K. Jha, Prof. Vaijayanthi Sarma and Prof. Pramod Kumar for their guidance at various stages of this project. The authors also thank Tanuja A., Vartika C., Rohit A. and Sandhya A. for their participation in the study. This article is based on a chapter from the first author's dissertation.

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Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, Powai, Mumbai, 400076, Maharashtra, India

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Correspondence to Sunny Arora .

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1 a doctoral student of Marketing at Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, India. He is also working as an Assistant Professor with International School of Business & Media, India.

Coding manual for content analysis

For every brand given on the list, please either mark a ‘0’ if the specific variable is not present in the name or mark a ‘1’ if it is present.

Word-based names

Semantically based names.

Product/benefit related names – Conveys information about the product or product-related benefits directly within the name (Burger King, Esteem: Indian car brand)

Real or fictitious person/place – Brand names named after a real or fictitious person or place (Godrej, Mahindra, Indian family named brands)

Product unrelated names :

Non-Metaphoric – Use of common words in unexpected ways, metaphorically unrelated (Parachute: Indian hair oil brand, Kingfisher: Indian liquor brand)

Metaphoric – Use of common words in unexpected ways, metaphorically related (Santoor, Breeze, Indian soap brands) (Metaphor is a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable)

Invented names

Phonetic symbolic expressive value :

Corporeal (C) – Sounds that express the emotional and physical states of the speaker (Aaugh, Achoo)

Imitative (I) – Onomatopoeic words that phonetically imitate the source of the sound that they describe (bang)

Conventional (C) – Analogical association of certain phonemes and clusters with certain meanings, that is, ‘gl’ of glitter, glisten, glow, glimmer and so on

- Expressive+Semantic – Brand names that contain CIC as well as semantic components (Dealite, Deal+ite: Indian online auction site)

- Expressive non-semantic – Brand names that contain only CIC components but no semantic components (Swiffer: household cleaning products)

Synesthetic – Purely novel names invented by organizations specifically for their brands

No expressive value – Brand names that have no sound symbolic value (Prozac: pharmaceutical brand)

Expressive value – Names that connote some sound symbolic value (Soflan, to suggest gentleness in a woolen material, because of the presence of the combination of consonant ‘s’ and vowel ‘o’)

Non-expressive+Semantic – Names that do not connote any sound symbolic value prima facie but have a semantic component in the name (Actos: a diabetes drug)

Expressive+Semantic – Names that connote a sound symbolic value and have a semantic component in the name (Silsoft, Crunchie)

Semantic Invented names :

Blending – Forming a word from parts of two or more different words (Duracell, Fabindia: Indian garments brand)

Affixation – Linguistic process of forming different words by adding a prefix, infix or a suffix to a word (Jell-O)

Compounding – The process by which two or more words are joined together to make them one word. The meaning of the compound may be very different from the meanings of its components in isolation (Strawberry)

Clipping – The word formation process that consists of reducing a word into one of its parts. Clipping is also known as ‘truncation’ or ‘shortening’ (Chevy for Chevrolet)

Unusual spellings – When the spelling of words is different from the expected vocabulary spelling (Kool-aid)

Non-word names

Abbreviations – Names that express a word or phrase, formed by the initial letters of words, that is not itself a word (HDFC: Indian financial company)

Number-based – Names that contain at least one number (Pentium 2, XUV 500: Indian car brand)

Acronyms – Names that express a word or phrase, formed by the initial letters of words, that sounds like a word

Semantically related – Acronyms that are semantically related to the brand (AAP: Aam Aadmi Party (‘Common man’s party’, an Indian political party); AAP is a Hindi word meaning ‘you’, GIFT: Gujarat International Finance Tec-City, it can be likened to a ‘gift’ for Gujarat (a state in India))

Semantically unrelated – Acronyms that are semantically unrelated to the brand (SAP: German multinational that stands for ‘Systeme, Anwendungen und Produkte in der Datenverarbeitung’ or ‘Systems, Applications and Products in Data Processing’, whereas SAP in English means ‘a fluid’ or to ‘gradually weaken’)

Non-semantic – Acronyms that have no semantic understanding in English (NASA: National Aeronautics and Space Administration)

Coding criteria

As this study is limited to only English names, names in foreign languages are not considered for this study. However, non-English brand names coined after a person/place (proper nouns), irrespective of the country they belong to, are considered in this study

The coding is to be performed prima facie , that is, based on manifest content only ( Kassarjian, 1977 ). The coders must code using the information pertaining to origin of the brand name and not based on its present meaning. For example, Google was a play on the word ‘Googol’, a mathematical term for the number represented by the numeral 1 followed by 100 zeroes ( Google, 2014 ), but Google has now become a verb meaning ‘to search for information’ ( Oxford Dictionaries, 2014 ). Information pertaining to the origin of each brand name is provided in the coding sheet

Compounded brand names include all the three types, viz. single word names (Sunfeast), multiple word names (Tata Salt) and hyphenated names (Häagen-Dazs) ( Bauer and Renouf, 2001 )

Coders can code each brand name on as many dimensions as they identify with the brand. Brand names to be coded as any of the invented names (Sound symbolic names and Semantic invented names) are not to be coded on any other dimension as they are mutually exclusive with other dimensions. However, multiple word compounds can be coded on other dimensions also, when applicable. Similarly, a brand name coded on product/benefit-related dimension is not to be coded as product unrelated (Metaphoric and Non-Metaphoric) and acronyms are not to be coded as abbreviations and vice versa

All abbreviations and acronyms are to be coded irrespective of the language of their full forms. This assumption is maintained as consumers recognize and recall companies from their abbreviations and not from their complete names generally. Names that carry an abbreviation/acronym along with a non-English word are excluded from the analysis

Names containing a number, irrespective of whether they contain another word, are to be classified as ‘Number-based names’. This assumption is maintained because number-based names can be classified across other dimensions too

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Arora, S., Kalro, A. & Sharma, D. A comprehensive framework of brand name classification. J Brand Manag 22 , 79–116 (2015). https://doi.org/10.1057/bm.2015.8

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Received : 18 March 2015

Revised : 18 March 2015

Published : 08 May 2015

Issue Date : 01 February 2015

DOI : https://doi.org/10.1057/bm.2015.8

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TOP 5 RESEARCH AND SELECTION CONSIDERATIONS

1. You Shouldn’t Expect Consumers to Pick the Winning Name

If you do, then, yes, you’ll end up with something that no one hates, but it will probably be the one that no one loves either. The most bold and evocative names typically end up at the bottom of a “favorites” list because they are uncomfortable and often atypical for the potential category.

2. Dont Ask Consumers What They Like or Don’t Like

Responses will be all over the map. Instead, share an idea or statement about your brand and have them assess whether the name fits the concept or idea you are trying to communicate. Consumers aren’t the visionaries for your brand – you are. So don’t let them turn name selection into a popularity contest.

3. In Addition to “Fit,” the Name Should be Memorable, Easy to Pronouce and Free of Harmful Associations.

4. just the sound of a name, often referred to as sound symbolism, is thought by some to communicate the meaning of the brand as much as the literal meaning of the word itself..

This can be used to your advantage. For example, words with that start with an “O” like OMEGA or “A” like “America” can drive bigger, bolder perceptions due to the lower vowel sound, where as the “E” sound in “teeny” will drive smaller-sized perceptions.

5. Be Sure to Give Consumers Context For The Name—Mock Packaging, an ad or another piece of communication.

It is very rare, if ever, that a consumer will ever experience a brand name outside of context, and you will want research to reflect real life as much as possible in order to get the best insight.

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Name Testing

With all the AI naming tools out there, it seems to be easier than ever to come up with a great brand name, but the challenge is finding a name that WORKS . Our mission is to help you not just come up with a great name and not just help you find potentially legally available names, but names that are proven to resonate with your target customer.

• The new crop of AI naming tools is incredibly good at generating names similar to what’s already out there
• Many naming firms are finding it tougher to come up with great names, but when they do, you aren’t sure if you can even use them
• The proliferation of trademarks is now like walking your new name through a minefield of l egal challenges
• Good dot-coms are becoming scarcer and more expensive
• Social media handles seem to be fleeting and ever-changing
• And how do you really know that a name resonates with consumers?

“A key element of their contribution was testing the names, which is their area of specialization. They have a background in that type of work. NameStormers conducts testing in a truly unique way. They used a large panel of people to assess it, which vindicated the one we chose.  Most other agencies have another vendor the run testing stage, but this one can handle it themselves.  At a competitive price, NameStormers has the combination of creativity, experience, and naming and testing expertise to figure out which one their client’s consumers will like best.  ”   -VP of Marketing, Madecasse

Our NameStorming service addresses these first 5 issues, and our Instant Reaction Name Testing addresses the last issue.

That is, you need a name test that measures consumers’ reactions when they first see a name because most people don’t think about a name, they just react to it.

So following the typical naming market research approach of asking what consumers think about your new name idea isn’t what is most important.

Rather, you need to know which names they react to the quickest and how they react to them.

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The Role Name Testing Plays in the Brand Naming Process

What is the role that name testing plays in the brand naming research process? Quantitative Name Evaluation Research provides the answer to that question. When you choose to undergo this step of the brand name process, we ask the participants of the study a number of key questions that result in valuable, in-depth insights that work like neon flashing arrows to guide you to your own final name decision. Naming research is an essential part of creating great product names that will entice people to purchase from you instead of one of your competitors. Companies need to create a fantastic first impression on potential customers, and the name of the product is a great place to start.

Some companies are under the impression that market research is all you need in order to create a great brand name. While we don’t deny that is a huge part of it, it’s also important to take the time to create a fantastic name for the brand. Name testing can provide you with a lot of the information you need, and actionable insights that will help you to increase brand recognition in the future. If none of the descriptive words that you have settled on have been right just yet, then it’s time to get back to the drawing board.

Our qualitative research aims to improve your brand strategy by working with you to capture the attention of consumers in your target market. Don’t worry about other brands coming and stealing your thunder, because whether it’s a new product or an existing one, our services will help your sales go through the roof.

We Test Instant Reactions to Your Brand Name

If you ask people what they think of a product name and allow them to take their time responding, you’re already heading down the wrong path on the consumer and product naming research journey. In day-to-day life, you don’t mull over a brand or product name for more than a few seconds, let alone minutes. You make a snap judgment and move on, perhaps without even knowing why you decided to engage or not engage with that brand.

We understand that people pick favorites quickly and can’t always articulate what caused them to gravitate toward one or the other. With that knowledge, we’ve developed a brand naming method to duplicate real-life, real-time scenarios. Instead of asking participants to ruminate on the options before we glean any feedback, we are able to get those knee-jerk reactions that are more authentic.

This level of qualitative research will help to build a new brand, for example, even if you already have existing products under another brand name. Traditionally, companies have used focus groups in order to conduct their brand research, letting members of their target market think carefully about the name. Those days are long gone, as we have now taken this to a whole new level.

You want your customer journey to start with the perfect product name, and that means that you need something people are automatically drawn to. We can help you achieve this through our new product name study that we have spent a long time completing research for.

We Test the Memorability of Your Brand Name 

Above all else, the name of your brand needs to be memorable. Your ultimate goal is to build preference for your brand, but you can’t build preference without awareness. In today’s oversaturated market, breaking through is tough. If your brand positioning and name doesn’t set you apart from your competitors by being memorable, you can kiss preference goodbye.

Ideally, when someone hears the name of your business, you want them to immediately get that familiar feeling. Of course, it’s best if they are able to immediately place it and think of your company, but familiarity is where it starts. It doesn’t matter if they think of your place of work or the packaging that you use for your products in retail stores, all that matters is that they remember your new name.

We could ask the participants of the evaluation which names they believe are most memorable before they leave the room. But they don’t really know yet, do they? The only test of memorability is remembering. That’s why, as part of our brand and company product naming research process, we perform a follow-up memorability test that is fill-in-the-blank rather than multiple choice. This unaided awareness ensures they can only list the names that truly stuck with them. This type of market research feels like it takes forever to get results, and that is why there are many companies who shy away from using this. However, we handle this all for you, so there really is no need to worry.

While it may take a little bit longer than other types of market research, the data that you end up with is far more accurate and actionable than other exploratory research types. We can even look into finding names in other languages to suit your international market if this is something that you are interested in. At the end of the day, the most important thing is finding out what sticks in the head of those who are most likely to be your consumers one day. This information will guide you to come up with a product name or company name that people can’t help but recognize.

We Provide an Executive Summary

Within a week or two of fielding the research, we provide you with results from the study. That includes key insights on the names’ ability to drive purchases, stoke interest, and distinguish you from the competition. It means showing you hard data to back up our brand, product naming, and company naming recommendations. We will do this for each product or each product category, depending on what you have specified when you retained our service.

We will never try to give you recommendations without showing why we are doing so, and how we came to our conclusions. Our experts provide you with an executive summary of the data that has been gathered so that you can see the breakdown of quantitative research and how our recommendations have been reached. Each name idea will be carefully chosen taking into account how memorable each word or name idea was from the study. This will all be compiled into one easy-to-read document so that you can look at all the possibilities, narrowing it down to the one that you will eventually use.

While you still have a big decision to make, you are now equipped with all the knowledge you need to take the leap and tie a bow on your company name. It may be a little scary at first as you are essentially taking a leap of faith here, but we can assure you that our methods are tried and tested by many companies who have come before you. There’s no need to be nervous! The time and dedication that has gone into naming your company is going to pay off.

We’ve Been Doing This for Decades!

For 30 years, we’ve been tinkering with our product naming techniques in order to hand you the most informative and accurate insights that will in turn deliver the perfect product name. Our dedicated research team is experienced and eager to provide the results that allow you to commit whole-heartedly to a name that’s catchy, memorable, and resonates with your target audience. From a list of potential names (to save you from getting to the point of analysis paralysis from trying to come us with them on your own), you can find the perfect brand or product name among them all that will have the exact influence you intend in the marketplace. It may seem like looking for a ruby in a mountain of rock in the beginning, but our insights will help you come up with a winning name in no time.

Using our service, your business will reap the benefits of our innovative ideas and existing knowledge surrounding name testing. The ultimate goal of your business, in the beginning, should be to develop a brand that screams success, and that is what we have been doing for our clients – completing their naming research for over 30 years.

We are a trustworthy service that takes pride in providing results to benefit all those who use our service. We know how important it is to create strong brands that will aid in fantastic marketing for your business. Without this, consumers are not going to be interested, or take the time to even give your company a second look.

Building relationships with our clients has been something that we are proud to have achieved over the course that we have been providing our services. Cultivating these relationships is just another example of why you can trust us with your business and marketing messages. We can take a simple word, and turn it into product lines that you can use for each item that you sell.

Helping Businesses With Our Research

We understand that not everyone has the time to conduct their own market research, which is why we are here to do it for you. Appealing to customers is not an easy task at any given time, especially when the landscape of each industry is changing constantly. But, one thing that remains the same is what kind of name will pull someone’s attention, and keep it long enough to stay in their mind long after the initial sighting of the name. Using our product name study, our team will take a look at what your company is looking to offer on the market, then use this research to come up with a shortlist that we can use during the study.

We dedicate our time and resources to help others come up with a company name and product names that are going to catch customer attention. A strong brand is more likely to result in customers making a purchase from you, and our data will help you create this. Trust our methods, and use the information that we find for you to create the strongest branding possible. When you are seeing fantastic results, you are going to thank yourself for taking the time to come up with something spectacular, rather than opting for something ordinary. Remember that your goal is to appeal to the customer, and choose a name that sticks out in retail, not something that is easily confused, difficult to pronounce, or anything that will simply go in one ear and straight out of the other.

Hopefully now, you have a better understanding as to the role that name testing plays in the brand naming process before you reach a final decision. If you are interested in learning more about our services or you are eager to get started, do not hesitate to get in touch with us today . A friendly member of the team will be more than happy to talk you through your options.

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• Home > Publications > Brand Name Research: What’s In A Name?

Brand Name Research: What’s In A Name?

It happens to all of us. We are introduced to someone and think we have remembered their name – but we get it wrong. Everyone is embarrassed. It is only a name that you got wrong and yet to the person you were addressing it is everything. Of course, we don’t refer to our names as brands but in effect that is what they are. It is the label by which people recognise us and when they think of our name, some image or values will be conjured up which are special and unique.

Do Company Names Matter?

It is no different in business, especially in industrial or business-to-business companies. The name of the company reflects what it stands for. Consider the Shell brand. If Shell had been named Husk when it was first created, would the company and its businesses be now smaller or larger or otherwise significantly different? Probably not. If Shell now changed its name to Husk the effect could be dramatic but this reflects that over the years, awareness and perceptions of the Shell brand have become a major part of the company.

So does it matter what a company calls itself? Rentokil is about as bad a name as you could devise for a company with a prominent position in the health care market. At the time of formation the name may have invoked real purpose as an exterminator of vermin. And, since this was well before the time of terrorism, there was no adverse association that led people to believe it was a bunch of assassins for hire. Today, the company believes that the name is bandied around without unravelling the cryptic meaning each time it is used. The high levels of recall and reputation are more than adequate compensation for any possible weaknesses in the name.

If a company has a poor name, it can still be successful but it is easier if the name is a good one. Think about people you know. Their names are their brands according to Al Ries & Jack Trout in their book Positioning: The Battle For Your Mind. Ries and Trout reported on a survey in American schools which showed that children with off-beat and not so popular names suffered worse in exam results than those with popular ones. When the marking of scripts was carried out blind, there appeared to be no differences which could be attributed to the names. I read recently in the Financial Times that Brenda Cooper was unsuccessful for 25 years as a composer until she changed her name to BB Cooper and suddenly her career took off. There is a clear implication that the names we are saddled with from birth act to shape us, as does the name of any brand and company.

Choosing a Company Name

Choosing the name of a company is often unscientific. Since most companies start small with the emphasis on the idea for the product or service rather than the brand, the name arises as an afterthought. There is a strong likelihood that the name will be chosen on emotive grounds rather than because brand name testing has been conducted to ensure suitability for the target market. Since every company needs a name and because one name is just as good as another, why not pluck it out of the air? And often it is.

A name which projects positive values and has a good sound to it must be an advantage to a new company. In certain circumstances a wacky name, even an irreverent name can work too but there are limits. Perhaps in some fashion markets, a name which pokes fun at itself (eg FCUK) may work but not in sober industrial markets. Clearly you should not select a name that suggests deficiencies in the product (the Crumbling Brick Company would hardly do for a brick manufacturer but may be possible for a demolition business) or implies some negative values (the Inaccurate Bookkeeping Company), but generally these sort of pitfalls are fairly obvious. However, there are also names which, although not outright disasters, may have drawbacks which only become apparent in time.

There are also the potential translation dangers if the brand is to be used outside the domestic market. An innocuous English name may mean something very different written or spoken in French, German or some other language.

Choosing a name is a very personal thing. Anyone who has named their offspring will have gone through a questioning process which could just as reasonably be applied to that of a company:

• Is it a name which will last ?
• Is it a name which is too fashionable ?
• Will it fit their personality ?
• Does it have ‘the right’ connotations ? Are the brand values projected – young and vibrant, large and well established, localised or international, a specialist, etc?
• Does it produce an acceptable acronym together with the other initials in the name?
• Is it a name which will be appropriate in all stages of life?
• Is it easy for everyone to pronounce?
• Will it be remembered ?
• Will the name get shortened or altered to one that is acceptable?

Considerations Arising From Brand Name Research

Some criteria raised in brand name research as factors which affect the recall and recognition of names of companies are as follows:

• Brand names should be simple so that they are easy to understand, pronounce and spell. Two words in the name should be considered the maximum.
• Brand names should be vivid in imagery so that the mnemonics present strong memory cues. For example, it is said that names beginning with the letter K are easier to remember.
• Brand names should be familiar sounding so that much of the information to which the name relates is already stored in the mind.
• Brand names should be distinctive so that the word attracts attention and does not become confused with other brands.

These guidelines are not necessarily mutually compatible as it may be difficult to find names which are simple, vivid in imagery, familiar and distinctive. Also, there is some evidence to suggest that if the mind has to work harder to understand and recognise the name, it will be more likely to be retained in the longer lasting memory than a familiar name which fails to become lodged. Familiar words may facilitate brand recall but distinctive words work better at building brand recognition.

One or all of these bases of names may lead to a list of possible names for a new brand. Again a brainstorming session, but in this case not necessarily just made up of the management team, is likely to be a fruitful method – a good leader is needed, including to suggest the various basis for name suggestions. The outcome of such a session is likely to be a shortlist which will need legal checking and which may then require brand name research .

Different Types of Names

Company names can be classified into one of seven broad categories.

• The names of their founders. Here the emphasis is placed on the personalities in the firm and this can be of considerable marketing value if they are eminent in their field. Advertising agents, solicitors and consultants very often choose this route. There are few obvious drawbacks to this basis for the brand unless the founding fathers have unpleasant or unpronounceable names. Also the purpose of the name can be lost if one of the partners moves on or dies. In businesses based heavily on personal service, there may be as well a practical problem that customers expect to be serviced by “Bill Jones” himself but in some respects this can be developed as a positive brand value – personal service.
• Descriptive names. Names which say what companies do have the benefit of carrying a sales message with them, at least in communicating what is on offer. Tempered Spring, Parcel-Link, Ready Mixed Concrete, The Rustless Iron Company all say it like it is. A variant is to incorporate a product description with a proper name eg Manchester Waste Disposal. Such names may well communicate succinctly what the company does. However, the brand may outgrow the product description – Ready Mixed Concrete now offers a whole range of building products and The Rustless Iron Company has perhaps an archaic ring. When this happens, it is common to side-step into initials – RMC and TRICO respectively. Whether these initials would have ever been selected as the brand name in the first place is doubtful.
• Geographical locations. Unless it is expected that the brand will be limited to a business serving the area, it is hard to think of much in favour of this approach. In consumer markets the place may suggest certain values of the brand (Buxton Mineral Water).
• Witty plays on words. Puns may be the choice of nearly every hairdresser and optician and they can be fun and memorable. But they are also in danger of trivialising the serious purpose of an industrial firm.
• Brand value names. In this case the brand name is chosen to communicate some positive values. This may be explicit and direct eg Speedy Hire or implicit and indirect – eg Virgin (cheeky, irreverent and prepared have a crack at something new). The link might be very obscure and apparent to initiates only, but if the name is felt to be attractive, there is probably no downside and it at least gives a basis for future advertising copy.
• Made up names. Names can be specially constructed so that they carry connotations of the business and provide a distinguishing feature. Such a name could be chosen just because it has no or little meaning and, therefore, no “baggage” to taint the brand. Alternatively it may be felt that the name, although abstract, is likely to be memorable. However, there is a danger that a fabricated name will only have a meaning to some. Peculiar constructions can be hard to pronounce, difficult to recall or their blandness can leave them devoid of personality.
• Initials . Sets of initials can provide acceptable neutrality to a company wanting to operate across a number of borders and cultures but they can also be dull or difficult to remember. As previously mentioned, initials are often adopted defensively such as when the full name becomes no longer appropriate (e.g. Ready Mixed Concrete to RMC).

Many descriptive names which were appropriate 50 years ago have now been shortened to initials which are thought more appropriate for worldwide marketing. At one time the name International Business Machines was descriptive of the company’s business but today no one refers to computers in this way and the descriptive powers were redundant, even misleading. IBM seems like a better alternative. The title British Telecom could be too partisan for a company going global so BT was the preferred choice.

Initials may work for established companies, especially those of some size. However, they are seldom suitable for a start-up. Not only have most combinations of two or three initials already been taken but it can be almost impossible to create a new identity around a meaningless jumble of letters.

Brand Name Testing: A Word of Caution

Names can also get you into trouble. Steve Jobs, when he formed Apple, the computer company, is reputed to have chosen the name because he was a Beatles fan and loved the Apple recording label used by the four Liverpool lads. Since the two companies were in completely different markets, there was no conflict and both companies could trade happily under the same name. He was not to know that 30 years later he would see the recording company in court about the name. The original Apple computer company has become big in iPods and iTunes and potential confusion exists around the two companies’ names.

So, what is there in a name? Absolutely everything. It is one of the most important assets we have, providing instant recognition and a shorthand for our brand values. If we don’t understand the importance of our name, if we don’t nurture and cultivate it, and if we don’t manage it throughout the growth of the company, we are missing a very important trick and we could be in big trouble.

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What's in a Brand Name?

Rob Meyerson

An analysis of what makes some brand names more effective than others

Shakespeare’s Juliet, who should know better than most that names can have life-or-death consequences, nevertheless poses her famous question in Act 2, Scene 2 of Romeo and Juliet: “What’s in a name?” What is a name worth? Can a name add to or diminish the value of the person or thing it identifies?

The 16th-century star-crossed lover was referring to surnames—Montague and Capulet—but today, these questions are regularly asked of brand names. What’s in a name like “Meta,” “Kyndryl” or “Pearl Milling Company”? It’s difficult—maybe impossible—to measure the exact value of a brand name, but ample evidence points to a name’s ability to strengthen or weaken a brand, thereby having a tangible impact on the fate of a company or product.

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Why Do Brand Names Matter?

We experience the influence of names in our everyday lives, not only in brand names, but in ordering food like Chilean sea bass (which sounds tastier than its original name, “Antarctic toothfish”) or labeling about half of Americans “pro-life” (as opposed to “anti-abortion”). Brand names affect our perceptions in similar ways, but they’re more than euphemisms. Consider the following three arguments for the importance of brand names.

1. Language Is Powerful A recent study highlighted in The Wall Street Journal found that consumers feel they have more control over products whose names are easier to pronounce . Previous research has shown that people’s perceptions and memories change when different words are used to ask about them. But most of us don’t need empirical evidence of the power of language. We experience it regularly, in speeches, literary works and song lyrics. A company or product’s name is its first and best opportunity to harness that power.

2. The Name Outlasts Other Brand Assets Ad campaigns, websites and even logos change over time. But barring a major problem—legal trouble, for example—a brand name typically stays the same for the life of a company or product. Getting the right name can be time-consuming and expensive, but think of it as an investment that will gain value over time. A boring, me-too name could undermine all your marketing efforts, while a name that sticks in customers’ minds may boost the effectiveness of every marketing dollar.

3. The Costs of Getting It Wrong Are High To appreciate this final reason to value a good brand name, consider the opposite: a naming fail. These days, the media and general public love to hate brand names such as Quibi and Bodega . But the wrong name can lead to more than a few mean tweets and sarcastic headlines. More significant naming missteps can compel companies to rename due to legal challenges or recall products due to offensive meanings. Even if you’re not convinced of the potential benefits of a good brand name, it’s hard to deny the potential negative impact of the wrong name.

But what makes one name better than another? What determines how well a brand name will harness the power of language, ensure longevity and avoid the most common naming pitfalls?

The Qualities of Good Brand Names

Many branding agencies and consultants have attempted to list qualities of great brand names. But books, articles and social media posts that list “X principles of brand naming” usually overstate the case. For example, some say good brand names must be short. Brevity works, but so does “Rotten Tomatoes,” which clocks in at two words, five syllables and 14 letters. Many lists will encourage you to prioritize a name with an available dot-com domain. But neither Tesla nor Twitch started out with their exact name-dot-com domains, and as of this writing, peloton.com belongs to a “drilling and well data software” company. (The fitness company can be found at onepeleton.com .) Other self-proclaimed experts will even go so far as to insist every great brand name must contain a K, such as “Kodak” and “Nike.” Tell that to Apple, Amazon or the makers of Swiffer.

The truth is less satisfying: There are no silver bullets, magic formulas or mnemonic devices that will lead you to the perfect brand name. Instead, be sure to consider any name candidates through three lenses: strategic, creative and technical.

Great Brand Names Are Strategic

Not all brand names express relevant ideas. (What does “Virgin” have to do with a record shop, after all?) But when they do, those ideas should be meaningful—rooted in brand strategy, informed by a deep understanding of customers. Strategic names are also distinctive—they stand out against the competition—and adaptable enough to stretch as a company or product grows and changes.

Great Brand Names Are Creative

They not only sound good and look good (remember that most brand names wind up in logos), they’re also memorable—arguably the most important characteristic of any brand. Memorability depends partly on context. What are competitor brands named? Names that resonate on an emotional level can also be easier to remember, and the structure of a name—repetition, alliteration, rhyming, and yes, brevity—can also heavily impact its memorability.

Great Brand Names Must Clear Some Technical Hurdles

Finding a legally available name is increasingly difficult. It’s a big part of why naming is so hard. As an experiment, pretend you’re starting your own marketing agency tomorrow. Come up with three cool name ideas, then Google each one with a descriptor like “marketing agency” or “branding agency” and see whether someone’s already using them for a similar company or product. Chances are your first three ideas—along with the majority of your first hundred ideas—will already be in use. In addition to a relatively low level of legal risk, the best names are linguistically viable, meaning they avoid problematic meanings, associations and pronunciations in relevant languages. And lastly, they’re easy to spell and say out loud.

Importantly, the qualities listed above are not requirements for brand naming. Not all good brand names have all of these characteristics. And even the worst brand names will manage to cover some items from the list. (If nothing else, “ Tronc ,” the abandoned rebrand of Tribune Online Content, is pretty distinctive.) Too much of what makes one name better than another depends on context. What’s the name supposed to achieve? What are the competitors’ names? Who’s the target audience, and what will resonate with them?

Think of these three lenses and their constituent qualities not as a recipe for a great brand name, but as ways to evaluate name candidates or to inform a tough decision between two good name ideas.

How to Find or Create Good Names

Understanding the qualities of good names doesn’t necessarily make it easier to find or create one. Most first-time namers assume the best approach to name generation is a group brainstorm—get a few smart, creative people in a room with stacks of sticky notes and permanent markers. But most of the best naming work is done individually, paging through a thesaurus, diving into desktop research, looking for increasingly interesting or unexpected ways to express ideas. And generating a long list of name candidates is only half the battle.

The full naming process begins with a clear creative brief and includes preliminary trademark screening and linguistic checks. The last step in the process is arguably the hardest of all: selecting the final name. Once you’ve secured your strategic, creative and technically viable name, all that’s left to do is build and maintain a strong brand around it. Ay, there’s the rub.

Rob Meyerson is a brand consultant and author, “ Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service .”

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How To Name A Product: The New Rules For Effective Names

By David Placek , President and Founder, Lexicon Branding

Naming a new product is widely viewed as a creative exercise, but is it in today’s global and digital marketplace? In this article, David Placek, the founder and Creative Director of Lexicon Branding, tells us that getting the right name has never been more important and the naming process has never been more challenging. He lays out eight essential rules and conventions of product naming designed to optimize the selection of your next name. Lexicon Branding is an agency that specializes in brand and product naming. Since 1982, they have created some of the world’s most notable brand names.

Importance of Effective Product Names

Creating a product name that goes beyond a simple label and represents a strategic communication tool has never been more challenging. While the following product naming rules are simple, our clients find them very helpful as we work together to create a winning brand name strategy and a winning new brand name.

According to David, “Lexicon’s success is based on the company’s mission to help our clients grow. Having growth as our mission drives us towards strategy + creative thinking and away from just being clever or descriptive.” By always working in the world of new products and new companies, we have gained tremendous insight into what works to establish a new brand quickly and to gain share early.

The reality is that most models – most products and services – can be copied over time. The brand name is the one thing that can’t be copied. As a registered trademark , a name is protected. It is valuable intellectual property, just as much as a patent. This makes selecting unique product names more important than ever.

When You Are Naming A New Product, Don’t Describe. Create Space For Messaging To Flourish.

This product naming rule is fundamental to creating an effective name. Effective brand names always have three “space creating” qualities.

• First, names are both distinctive and thought-provoking. They help the audience imagine that there is something new, something that behaves differently or delivers something better.
• Second, effective names are memorable, largely because they are distinctive. Lexicon strives to develop unforgettable names because if you are forgettable, you will lose.
• And third, the name must offer a degree of relevance. But this is tricky and sometimes misleading because when you read the word relevance, most people think about names that are descriptive or highly suggestive. While this is true in some cases, relevance can also be delivered in attitude or by association. Think Google. Think Apple. Think Sonos. These names are not descriptive, but they deliver relevant attitudes. And they allow all of us to think fast. Understand your target market and target customer, consider how your product naming strategy affects them, and deliver relevance in the right way.

Product Naming Best Practices: Make Being Unforgettable The Primary Objective.

If your new product name is forgettable, you will lose. Keep in mind, if you want to influence people’s choices (and you do) you must influence what they remember. You cannot persuade, you can’t be a persuader unless you are memorable. Memorable names make it easier for consumers to buy your product. How valuable is that?

Based on deep investments Lexicon has made in consumer research and linguistics, we know that to be unforgettable the name must be easy to process – easy to understand. Our brains don’t like complex ideas. We like to think fast.

What is the best approach to creating a memorable product name? The first step is to abandon the need for comfort, abandon the need to be logical.

The second step is to understand that there is science behind memory. All of us remember what we understand and what we can visualize. Mad Cow disease is memorable, but Bovine Spongiform Encephalopathy (the scientific expression for Mad Cow Disease) is not. Keep this in mind when considering how a name can help to ensure your company will have lasting brand recognition.

Help Your Audience To Think Differently.

Pentium is a perfect example of a brand name that delivers on this approach. Prior to Intel’s Pentium processors, most consumers did think much about processors. But within months after launch, consumers were walking into Best Buy and asking for a Pentium desktop! Unless you help your audience to think differently you won’t have a winning brand name.

Develop Some Attitude.

Gatorade is a perfect example of an effective product name that reflects this thinking and it shows in the product’s widespread brand recognition. It uses one of the earth’s oldest predators to bring an entirely new idea and attitude to the market. It makes us think about what is in that bottle. On the other hand, Powerade is based on a benefit, suggestive, and far more mundane. 30 years after launch, Gatorade is still the leader. If your goal is to create a brand name that is truly effective, don’t forget about creating a brand name with attitude.

If You Can, Invent Something New.

Zero to One is a phrase that describes the process of creating something radically new and taking it to the first step of growth. This is where Lexicon thrives. When Intel asked us to help the company create a name for their fifth-generation processor we coined a new solution, Pentium, and for the first time consumers started thinking seriously about processing power. Pentium generated massive growth for Intel and set the stage for the future of Intel’s product line.

Believability Is Way More Important Than Popularity.

Another very traditional view held by many branding consultants and naming agencies is that brand names need to be popular. Many namers, copywriters and researchers will tell you that your audience needs to “like the name”. They are wrong. Comfort has no power in brand naming. The far more important idea is that the audience believes that the new product offers something of value, something for them. In other words, the name actually creates anticipation. President Reagan said it best, “before someone will listen to you, they need to believe you”. To get attention, you must create a new brand name that is uncomfortable.

Use Color To Stimulate The Imagination.

Less logic, more attitude, and more color stimulate the imagination. Color is often overlooked by naming consultants and naming agencies. The idea that purchase decisions arise from conscious choice flies in the face of much research in behavioral psychology. Logic brings us all to conclusions, emotion brings us to action. Think about the overwhelming success of Red Bull versus struggling brands like Amp and Full Throttle. Both Amp and Throttle are safer names. Logical names, void of imagination. Attitude and color rule the day. Always consider color when creating a new brand name.

Make It Easy.

The challenge of launching a new brand is to make that initial purchase easy. To help do that, the name has to have processing power. To increase processing power, we use high-frequency words and word parts and combine them to create surprisingly familiar ideas. Here is an example: think about the associations with titanium, uranium, and sodium. For many, the associations would be natural, fundamental, and elemental. By borrowing the familiar ending “ium”, we created Intel’s Pentium® processor, a novel but familiar idea which rapidly became one of the world’s most recognized brands. Pentium is a good example of using the past to create the future. Making it easy is always one of Lexicon’s selection criteria.

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Open Access

Peer-reviewed

Research Article

Brands, networks, communities: How brand names are wired in the mind

Roles Conceptualization, Data curation, Investigation, Project administration, Supervision, Validation, Writing – original draft, Writing – review & editing

Affiliation Savaria Department of Business Administration, Faculty of Social Sciences, E¨otv¨os Lor´and University, Szombathely, Hungary

Roles Formal analysis, Investigation, Methodology, Software, Supervision, Validation, Writing – original draft, Writing – review & editing

* E-mail: [email protected]

Affiliation Department of Computer Science, Electrical and Space Engineering, Embedded Intelligent Systems Lab, Lule˚a University of Technology, Lule˚a, Sweden

Roles Methodology, Software, Visualization, Writing – review & editing

Affiliations Innorenew CoE, Izola, Slovenia, Faculty of Mathematics, Natural Sciences and Information Technologies, University of Primorska, Koper, Slovenia, Gyula Juh´asz Faculty of Education, University of Szeged, Szeged, Hungary

Roles Conceptualization, Formal analysis, Funding acquisition, Investigation, Methodology, Resources, Supervision

Affiliations Innorenew CoE, Izola, Slovenia, Andrej Maruˇsiˆc Institute, University of Primorska, Koper, Slovenia, Gyula Juh´asz Faculty of Education, University of Szeged, Szeged, Hungary

• László Kovács, 
• András Bóta, 
• László Hajdu, 
• Miklós Krész

• Published: August 25, 2022
• https://doi.org/10.1371/journal.pone.0273192
• Reader Comments

Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.

Citation: Kovács L, Bóta A, Hajdu L, Krész M (2022) Brands, networks, communities: How brand names are wired in the mind. PLoS ONE 17(8): e0273192. https://doi.org/10.1371/journal.pone.0273192

Editor: Diego Raphael Amancio, University of Sao Paulo, BRAZIL

Received: September 7, 2021; Accepted: August 3, 2022; Published: August 25, 2022

Copyright: © 2022 Kov´acs et al. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Data Availability: The Hungarian word association network our work is based on is shared on Zenodo.org according to the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) license. The network is sufficient to replicate all study findings reported in this article. https://zenodo.org/record/6405617#.YkbVSChByUk .

Funding: “LH and MK gratefully acknowledge the European Commission for funding the InnoRenew CoE project (Grant Agreement 739574) under the Horizon2020 Widespread-Teaming program, and the Republic of Slovenia (Investment funding of the Republic of Slovenia and the European Union of the European Regional Development Fund). They are also grateful for the support of the Slovenian Research Agency (ARRS) through grant N2-0171. AB was partially funded by the Applied AI Digital Innovation Hub North project, funded by the European Regional Development Fund. There was no additional external funding received for this study. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.”

Competing interests: The authors declare no competing interests.

Introduction

Brands can be seen as companies’ most valuable assets. The literature describes brands in different contexts, e.g. distinguishing symbols or entities influencing consumer decisions [ 1 – 4 ]. A recent overview of the different approaches to brands is provided by Esch [ 5 ], showing how the definition of brand evolved over the years, how the perception of brands changed and why different brand viewpoints are possible.

One possible research direction interprets brands as entities of the mind (cf. e.g. Franzen and Bouwman in [ 6 ]). Brands, in this regard, can be seen as psychological constructs, exerting their effect only in the mind of the consumer: ‘a brand is something that resides in the minds of consumers’ [ 7 ].

Brands occupy a specific position in the mind. This mental position can be determined by the words (and concepts) associated with brands [ 6 , 7 ]. These associated words not only define a position for the brand in the mind, but they also create the image and the meaning of the brand. Keller sees brand associations as an important part of brand image and thus also as part of brand knowledge [ 8 ]. According to him, type, favorability, strength and uniqueness of brand associations all contribute to brand image. Later, Keller points out in [ 9 ] that brand image and brand meaning are closely related, and associations are paramount for forming brand meaning and brand image. Franzen and Bouwman also show that brands evoke and are connected to all kinds of associations in our minds [ 6 ]. These associations can be words or other sensory information, including smells, sounds, tastes and images, and these associations form a brand’s meaning. Brand meaning can originate from the product category, product attributes, situations in which the brand is used and symbolic meanings [ 6 ]. Batey sees associations as a source of brand meaning; he identifies core associations around brands, which create the brand’s primary meaning [ 10 ].

Both Aaker [ 1 ] and Keller [ 8 ] agree that brand associations are an important part of brand image, thus also part of brand equity. Brand association maps drawn from brand associations can be used for 1) brand audit, 2) brand positioning, 3) portfolio management, 4) crisis management and 5) communication management [ 11 : 97 – 94 ] (cf. also [ 12 , 13 ]). Gong et al. [ 14 ] show that associations retrieved from social media posts can show a brand’s competitive advantage.

As Dzyabura and Peres [ 15 ] point out, associations–in their case, visual associations–can be used to find differences and similarities in the perception of brands, suggesting, for example, which brands could cooperate with each other. Wang et al. [ 16 ] emphasize that associations help to 1) process information connected to brands and 2) differentiate from each other and assist in brand positioning. In addition, Batey [ 10 ] points out that brand associations help to define the meaning of a brand. All of this research implies that brands’ mental representations (based on associations) describe how consumers perceive a given brand and are reliable sources for brand management.

As we see, brand meaning can be defined through the associations connected to a brand. For this reason, the associations that brand names evoke in our minds are important brand assets. But equally important are the words which evoke the brands–the cues from which a brand name comes to our minds [ 6 ]. Since these structures are less studied, analyzing which words evoke brand names and what structures brand names are part of in the mind are important and novel research directions.

Word association databases provide an opportunity for analyzing cues that evoke brand names. The data in these databases are word association data, where a cue word is presented, and respondents have to name the first word that comes to their mind when seeing the cue word. Brand names regularly occur in these databases, and they enable us to gain an insight into the mental representations and connections of brand names.

In our paper, we analyze one such database with methods from network science. We examine the connections around brands; we search for communities–closely-knit word groups–of the database with two different detection algorithms.

In the first part of the paper, we describe associations. We then show why association databases can be seen as networks and how networks and communities can help us to better understand the structures of word association data. Finally, we show that brands in the mind can be analyzed as parts of the mental network.

In the second part of the paper, we analyze the brand-related communities of a Hungarian word association database and show communities in which brand names appear. For finding communities, we use the hub percolation method [ 17 , 18 ], the modularity maximization algorithm of Blondel [ 19 ], and the LEMON algorithm [ 20 ]. Our data indicate that brand names are present in the mind’s communities and that not only one but several brand names can be part of a given community. We show that communities contain brand names from the same product category.

Based on the results and previous research, we define how brand names are stored in the mind’s communities, and we show that these word communities share brand and product characteristics.

Literature review

Associations.

Words–or more precisely, lexical units–in the mind carry pieces of information; information about a word’s frequency, meaning, morphology, phonology and syntax is stored together with pragmatic, stylistic, graphemic and encyclopedic knowledge [ 21 , 22 ].

Words stored in the mind can be researched by collecting and analyzing word association data. In word association experiments, a cue word is presented to the participants, and they must write down or name the first word that comes to their minds. The method has been known since Galton [ 23 , 24 ] and used since then in psychological and psycholinguistic experiments.

Word associations can be collected in several ways; participants can name a single association or multiple associations. Associations can be restricted where some characteristics of the allowed answers are determined (e.g. the word class of the response). In some experimental settings, participants are asked to name all of the associations that come to mind (i.e. continuous associations). The used methods, their variants and early results of word association research are described by Cramer [ 25 ].

Word association data is never the data of one individual; data is collected from hundreds or thousands of participants. Thus, the database represents not just the connections of one individual; rather, it represents an aggregate of all the connections we can build between words. Word association research has created several word association databases [ 26 – 30 ].

Since the 2000s, the method has experienced a renaissance; new, large-scale data is available, and methods from other disciplines–above all network science–can be used to analyze and describe the characteristics of the connections in the mind [ 31 – 33 ]. One database is the Small World of Words [ 34 ] projects, collecting word associations online. However, it is unknown exactly how many brand names are part of the database; a random search of the available online data suggests that at least some car brand names are part of the database (for some results, see [ 35 , 36 ]). Another somewhat older data collection is from Human Brain Cloud [ 37 ], which has collected data since 2007. It also has brand names (e.g. on 10.02.2022, the stats page’s strongest association is Rubik’s → cube), but since it is currently not searchable, it is hard to know exactly which brand names are part of the database (for some results connected to the database, see [ 38 ]).

All in all, word association networks can be used for the description of several cognitive tasks, for example, predicting lexical norms [ 39 ], memory recall tasks [ 40 ], change of associative networks across the life span [ 35 , 41 ] or description of the mental lexicon’s multilayer characteristics [ 36 ].

Networks and communities

The concept of graphs (or networks) has been studied extensively, first as a branch of discrete mathematics. The usefulness and expressivity of the concept became increasingly apparent as other fields started adopting it into their methodology, including sociology, biology, economics and linguistics [ 42 ]. Networks are defined as a set of nodes representing items, connected by a set of links or edges, denoting some relationship between the nodes. Links between the network nodes might have designated directions signifying that the relationship is not symmetric. In this case, we talk about directed networks. In weighted networks, we can also assign weights to the links. Networks can be used to represent a large variety of real-life concepts. Social networks define relationships between people based, for example, on friendship, common interest, or work [ 43 , 44 ], while economic networks may represent connections between companies or banks [ 45 – 47 ].

Networks also provide a natural way to describe word associations; words are connected when one word–the cue–primes another [ 31 , 32 ]. These networks are both directed and weighted. Direction arises in the cue answer direction, and weight is established based on how many respondents gave the same response to the cue. For example, when a person answers wave to the cue sea, the directed edge sea →wave is created. The weight assigned to the connection corresponds to the number of people giving the same response.

Networks in real life share several common characteristics. One of these is community structure; a network’s nodes can be grouped into sets so that the nodes inside the sets are densely connected, while the links between the sets are relatively sparse [ 48 , 49 ].

In social networks, this phenomenon corresponds to the tendency of people to form groups according to common interests and occupations. Word association networks also have a distinct community structure. It has been shown that the communities have an overlapping character in word association networks [ 50 ], and word communities form groups according to common semantic or grammatical information [ 50 – 52 ] or phonetic similarities [cf. 52 , 53 ]. Communities can also help analyze label-homogeneous communities of the mental lexicon [ 54 ] and provide new insights into the study of semantic frames as communities [ 55 ].

Community detection, the identification of communities in a network, is a very popular subfield of network science, and a great many algorithms have been proposed to solve this task. The majority of the literature defines communities in undirected, unweighted networks and does not allow overlaps between the identified groups. The most notable approaches include modularity maximization methods [ 19 , 42 ], stochastic blockmodels [ 56 , 57 ] and hierarchical clustering [ 58 , 59 ]. A large fraction of the community detection methods considers overlaps between communities to be a natural property of such groups, giving rise to the subfield of overlapping community detection. Methods include clique-based approaches [ 17 , 18 , 50 , 58 , 59 ] and label propagation [ 60 ], or they can extend non-overlapping methodology to allow overlaps [ 61 ]. However, only a smaller set of algorithms can handle weighted or directed networks [ 18 , 50 ].

Brands and networks in the mind

The idea of mental networks has a long history in psychology and linguistics [ 62 , 63 ]. In these early publications, human memory is described as a network where nodes and connections exist.

Similarly, it has been assumed since the 1990s that brand names are also part of these networks; they are represented by nodes in memory and connected via different types of connections to each other, brand and product characteristics and other words [ 64 ]. Brands as part of (mental) networks became the focus of marketing research when Aaker [ 65 ], Keller [ 8 ], Krishnan [ 64 ] and Franzen [ 66 ] showed that brands are part of an associative network, and Esch [ 67 ] described the identified structures as schemas.

Early research only formulated assumptions on how the network structures around brands are organized–empirical data was missing [ 68 ]. Research was focused on theoretical questions or relied on data collected from a small number of subjects, which was used merely as an example [ 69 ].

There are several possible methods to analyze and create these brand-related networks. One of the earliest empirical analyses of networked structures around brands is from Henderson, Iacobucci and Bobby [ 68 , 70 ], who emphasize that methods used in (social) network research can also be applied to brand associations. Using empirical data connected to car brands, the authors show which network measures can be useful for analyzing different brand-related contexts, like brand dilution and brand confusion.

The most often used method is creating Brand Association Maps [ 13 , 69 , 71 ], from which different metrics can be created, for example, the brand association network value (BANV), which considers both the network structure of brand associations and the associations’ favorability [ 72 ]. Empirical results show that the created associative networks around brands are also related to brand knowledge and experiences with brands [ 13 ], and they are culture-dependent, as shown by the example of Corona Extra, a Mexican beer brand [ 69 , 71 ].

Brand meaning vs. product meaning

Brand meaning..

Assuming that brand names are stored like lexical units, phonological and graphemic information and meaning are also stored with brand names. However, the meaning of a brand name arises differently than a word’s meaning. A brand itself can be seen as ‘a cluster of meanings’ [10: 6], where a brand is ‘the consumer perception and interpretation of a cluster of associated attributes, benefits and values’ [10: 6].

Based on existing research [ 73 , 74 ], we assume that a brand’s meaning arises at least through associative structures in the following contexts:

• product category
• country-of-origin
• experiences with the brand
• experiences of others with the brand (see also [ 1 , 6 , 7 ].

Product category is the most important information related to a brand [ 72 ], and country-of-origin can facilitate the acceptance of a given brand [ 75 ]. Brand knowledge is also connected to cultural knowledge and awareness, for example, whether the brand–or the brand’s country-of-origin–is liked or disliked in a given culture [ 69 , 76 ].

Logos themselves–their symmetry, descriptiveness–also bear a meaning that is transferred to the brand [ 77 , 78 ], and logo colors can also contribute to the perceived characteristics of a brand [ 79 ].

Brand users have their own experiences with the brand [ 80 ]. However, personal experiences are stored apart from the experiences other brand users report (cf. Olson, Fazio and Han [ 81 ]; Ziegler [ 82 ]). Both the users’ experiences and the experiences of others contribute to the meaning of a brand (cf. in detail Jaki´c et al. [ 83 ]).

As a consequence, brand names are different from words; as multimodal units, they contain multisensory information about the brand’s logo and colors as well as experiences and attitudes connected to the brand.

Product meaning.

In her book [ 84 ], Kastens assumes that information about brands is stored in a network-like structure in the mind called schema (cf. Esch [ 67 , 85 ]), which is also connected to the schema of the product itself. The two–brand and product–interplay with each other, where product-specific information is stored at the product schema level (e.g. a car has wheels) and brand-specific information at the brand level (e.g. the car’s logo).

In Fig 1 , we show how the meaning of a product category arises; it is compiled from the brand meanings of brands belonging to the product category. It must be noted that brands share associations, which describe the product itself (e.g. each product of the product category ‘car’ shares common product characteristics). As seen in the figure, brand meaning arises from the associative structure around brands, and brands of a product category share product characteristics (cf. Kastens, product and brand-specific information [ 84 ]).

• PPT PowerPoint slide
• PNG larger image
• TIFF original image

https://doi.org/10.1371/journal.pone.0273192.g001

Product category meaning includes brand meaning and product meaning. Brand meaning and product meaning complement each other; while brand meaning is unique, it must include product meaning, and each brand contributes to the meaning of the product category.

Works discussed in the previous paragraphs had brands in their focus. Associations to brand names were collected, and several brand names were selected as starting points for research. However, brands’ associative structures can also be activated when the cue itself is not a brand name. Examples of this phenomenon frequently appear in word association databases [ 86 , 87 ]. Here, the cue words are not brand names, and the goal is not to evoke or analyze brand names but to conduct linguistic research. Nevertheless, brand names appear in such databases, and the evoked brand names describe not only the cultural and historical context when the data was collected but may also indicate respondents’ age and gender [ 86 , 87 ]. In the following, we combine word associations, brand names and communities; we analyze the communities of a Hungarian word association database to see which brand names are part of the same communities.

We seek to answer the following research questions:

• RQ1) Are brand names parts of communities in the mental lexicon?
• RQ2) Are overlapping or non-overlapping methods better for brand community detection?
• RQ3) What is the advantage of analyzing communities around brands instead of associations connected to brands?

Based on the results, we describe how brand names are represented in the mind and show the implications of the results.

Materials and methods

Research data used in this paper was collected from the word association database ConnectYourMind, which collected associations online between 2008 and 2014, primarily in Hungarian. During that period, approximately 182.000 associations were collected from 1035 respondents.

The data collection was a classic word association experiment online. Participants were shown cue words, and as a response, they had to write down any words or combination of words that came to their mind. In the experiment, no restrictions were given according to the responses; any word or part of a sentence (up to 255 characters) could function as a response to the cue words. Responses could be proper names or inflected forms. The language of the responses was also not restricted; thus, the website also collected data–although only several hundred words–in English, German and Italian.

The data was collected in two ways; the first 134 words appeared in a given order to all respondents. These 134 words were the initial cue words of the database [ 33 ]. After these words, words from the database were presented to respondents in a random order as cue words. Thus, responses themselves also functioned as cue words, enabling the collection of word association data for a large number of words. Brand names were not part of the original word list. However, brand names appeared as responses in the database; therefore, during the data collection, they also functioned–in several cases–as randomly presented cue words and collected some association. Brand names are part of the database both as responses (in many cases) and cue words (in a few cases).

Participants took part in the experiment voluntarily, and they could end the experiment anytime by simply navigating away from the webpage. Details of the data collection are described in more detail in [ 52 ] and exhaustively–although in Hungarian–in [ 33 ].

While the mean number of responses per user was 156, the standard deviation of this value was 155, showing that there was a considerable difference in user patience. This also means that the first cue words received more associations than the rest, and we acknowledge this as a limitation of our work.

The database contains 699 brands annotated by an expert. The distribution of brands inside the word associations is highly inhomogeneous, with the top 50 brands receiving 50% of the total number of associations containing brands ( Fig 2 .). As we can see, the distribution of the associations to brand names is a heavy-tailed distribution, as observed in other semantic and word association networks (cf. [ 27 , 88 , 89 ]).

Brand names which have also a meaning in Hungarian are omitted.

https://doi.org/10.1371/journal.pone.0273192.g002

Association network

The network itself is constructed in the following way: the connections between words represent the cue word–association relationship. In the network, each word represents a node, and each given association (response) is represented as a directed, weighted edge in the form of a cue word → response. For example, to the cue word “apple”, a respondent typed in “pear”; in the database, the word “pear” was stored, and a connection between them was created: apple → pear, with a connection strength of 1. When a second person gave the same answer (again pear to apple), the strength of the connection was increased (resulting in apple → pear, connection strength of 2). In the database–due to the data collection process–the first 134 words collected more associations and enabled a deeper analysis of the associative structure for these words [ 33 ]. On the other hand, the responses functioning as cue words enabled the creation of a large database with many cue words and responses.

Algorithms and community detection

We used community detection to create the groups of associations examined in this paper. We applied several detection algorithms to determine which one fits our specific application best. We have experimented with the following non-overlapping, overlapping and directed algorithms:

The hub percolation method [ 17 ] is a clique-based method originally defined for undirected networks as well as unweighted and weighted ones. It is a flexible method with tunable parameters that govern the properties of the resulting communities, like the number and size of the overlaps between them. The method can also take the edge weights of the network into account when constructing the communities. The hub percolation method relies on maximal cliques (fully connected subgraphs) as the building blocks of community detection. The method uses the concept of hubs (central nodes) to connect these building blocks according to a percolation rule [ 50 ] in order to create communities.

Directed hub-percolation [ 18 ], the directed version of hub percolation, uses directed cliques instead of undirected ones.

The modularity maximization method of [ 19 ] is based on one of the first and most popular metrics to measure the output quality of non-overlapping community detection methods. The modularity metric proposed by [ 49 ] compares the discovered edge distribution of the input network’s community structure with the edge distribution of the configuration model: a random network with the same degree distribution of the original, but without community structure. Blondel’s algorithm is a greedy optimization method based on modularity. Starting from a state where each node has its own community, it iteratively joins communities so that the net modularity gain is maximal. The algorithm stops if no joining operation results in an increase in modularity. We used the implementation available as part of the Gephi software package [ 90 ] to compute our results.

The Infomap algorithm [ 91 ] seeks to minimize a different cost function: the map equation. The algorithm seeks to find a compressed representation of random walks on the graph, using the intuition, that the shortest representations involve clusters of nodes as opposed to individual ones. The results can then be naturally interpreted as communities. We used the non-overlapping implementation available from [ 92 ].

Stochastic blockmodels [ 93 ] are generative models for random graphs that can be easily set up to produce graphs with community structure. Models can be defined for both overlapping and non-overlapping communities. Stochastic blockmodels can be inferred from instances of networks, and stochastic blockmodel inference (SBM) [ 94 ] became a popular approach in the previous decade. We used the overlapping implementation available at [ 95 ].

The LEMON algorithm is an overlapping detection algorithm based on local expansion via minimum one norm [ 20 ]. The method aims to extend an input seed set, following the reasoning that the seeds are initially known members of yet unknown communities, and the goal of the detection method is to find the remaining members of said communities. Since the goal of this study is to explore communities around brand names, we used a list of brand names identified by our expert as a seed set for this algorithm. We used the implementation available at [ 96 ].

We applied all of the above detection algorithms to the Hungarian word association network and measured their performance according to multiple metrics, such as conductance [ 97 ], hub-dominance [ 98 ] average transitivity [ 99 ] and non-overlapping modularity [ 100 ]. Table 1 shows the metrics and other characteristics of the community structure.

Modularity was only computed for Blondel’s (non-overlapping) algorithm. For directed hub-percolation, only out-neighborhood was considered when calculating these metrics. Overlapping algorithms are marked in italic text.

https://doi.org/10.1371/journal.pone.0273192.t001

We can see that different methods capture completely different aspects of the community structure of the word association network. Modularity maximization produces low-transitivity communities organized around hubs, with relatively low modularity for the end result. As can be expected from a clique-based method, hub-percolation identifies many small, quasi-clique communities with high transitivity and hub-dominance. The directed version of the algorithm produces the opposite: few large communities. SBM inference could not find a sufficient number of communities. The LEMON algorithm had the advantage that community seed candidates could be provided as inputs of the algorithm. We used expert-annotated brand names for this purpose.

However, since our aim in this paper is to examine the association network’s communities from the perspective of brand analysis, we ultimately selected the methods that promised to provide the most meaningful results from this practical perspective. These were undirected hub-percolation, the LEMON algorithm and modularity maximization. The LEMON algorithm was especially useful in our analysis, since we are interested in communities organized around a priori known brand names and we could simply provide a list of brand names to the algorithm as input, which would then grow communities around them. Both the star-like structure of the communities identified by the modularity maximization algorithm, and the high-resolution quasi-clique communities found by undirected hub-percolation were easy to interpret.

In the first step of our analysis, we searched for communities in our word association network with the two community-finding methods defined in the previous section. In the identified communities, we searched for brand names manually. We define brand names as any name that can influence consumer decisions. We do not differentiate if the brand name is a registered trademark or not, an umbrella brand name or an individual brand name, or a product or a services brand.

Results with the Hub percolation method

The first detection algorithm we used was the hub percolation method [ 17 , 18 ]. The communities found by this method are overlapping communities, and the network is considered to be undirected–only the existence of a connection was important, without the direction of the connection. The algorithm detected 2716 communities, with 63328 words in these communities, where communities have 3 to 255 members. Communities detected with this approach are overlapping; a word may belong to multiple communities. This is in line with the observations made in [ 52 ].

Altogether 81 communities contain brand names. Large communities– 70+ words–are heterogeneous (including several topics), and if more brand names appear in one community, they are partially from different product categories.

The picture changes when the communities become less than 70 words. In this case, the communities containing a brand name tend to contain more brand names, and these brand names are clearly related to each other. Like in community nr. 111, containing 66 words, the brand names CIB , OTP , MKB , CIB Bank and Erste appear–all brand names of banks operating in Hungary. The same applies to community nr. 183 (54 words), containing the brands Alcatel , T-mobile , v630i , Nokia , Sony , Blackberry , Motorola , LG and Samsung– mobile phone brands and a service provider from the pre-smartphone era in Hungary (note: data collection took place between 2008 and 2014). Likewise, community nr. 642 (30 words) contains Nokia , iPhone , Apple , Motorola , Samsung , HTC and Sony . It is also interesting that if a community has one brand, it likely has another. However, some communities contain brands from different product categories; community nr. 116 (65 words) contains Gucci , Mercedes , Bugatti and Audi , of which three are car brands and one is a fashion brand. However, all can be considered brands in the luxury segment of the given product category; thus, they share the same segment, although in different product categories.

The pictures change again in communities with less than 20 members; communities containing brand names only have a single brand name. The picture from the used community detection method is not clear. Communities having between 20 and 70 members seem to be homogeneous considering brand names. Under a homogenous community, we will understand a community where the brand names are from the same, or closely related, product categories; for example, when only vehicle brand names appear in a community, we consider it as homogenous regarding brand names. Communities above this size are heterogeneous, and below this size, they contain only one brand name as a member.

Results with the LEMON method

Using another overlapping algorithm (LEMON), all communities are guaranteed to have brand names. The communities found by the algorithm are–according to brand names–homogenous. The brand names in a given community belong to the same product category or closely related product categories; for example, communities nr. 4 and 6 consist of vehicle brands (in the case of nr. 6, 81 words, including 20 brands: Citroën , Xsara , Honda , Accord , Yamaha , Toyota , Suzuki , Avensis , Peugeot , Mx-5 , Subaru , Volkswagen , Alfa Romeo , Fiat , R5 , GTO , Polo , Micra , Nissan , Suzuki Hayabusa ), community nr. 23 has lifestyle brands, mostly watch brands (81 words, including: Rolex , Oakley , Fossil , Citizen , Swatch , Casio , Tag-Heuer , Breitling , Tissot ) and community nr. 280 has 40 members with the brands Gucci , Dior , Armani and Prada .

However, heterogeneous communities–brands from different product categories–were also identified, for example, community nr. 62., 81 words, 29 brands: Bugatti , Lexus , BMW , M7 , Allianz , Ferrari , Nikon , Reserved , Ralph Lauren , Dolce , Mango , Benz , Mercedes , Nike , Ford , Dodge , Viper , Phillip Russel , Oakley , Milka , T-modell , Cora , Mazda , Opel , Coca-Cola , Dior , Renault , Toyota , Gucci , together with the words brand , trademark (védjegy) and prestige (presztízs), and with the expression expensive things (drága dolgok). It is clear that this community is centered around (expensive) brands; hence, brands of different product categories are present.

It is clearly impossible to verify one-by-one the consistency and all words of all communities; it can be said, however, that from brands’ point of view, most communities seem to be homogenous. The algorithm produces good, overlapping results; thus, due to the overlapping nature of the method, it is possible to see several community structures the brand is part of–on the other hand, the analysis is impeded exactly by the fact that several contexts have to be analyzed and minor differences must be accounted for. For example, the brand name Citroën is part of 24 communities, Ferrari of 18 communities, and Nikon of 31 communities. This means that based on this database, to have a clear picture of the brand Citroën , all words in 24 different communities should be researched, and the connections between the words should be analyzed.

Results with the Modularity maximization method

To refine our results, we decided to use the modularity maximization algorithm of Blondel et al. [ 19 ] to see if it detects more homogeneous communities. The algorithm enables us to identify smaller (two-member) communities compared to hub percolation. It is strictly non-overlapping; however, each node can be part of only one community. We applied the modularity maximization method in two stages. In the first step, we searched for communities containing associations named by at least two participants to ensure that the found communities are not dependent on individuals. The algorithm identified 693 communities containing 8710 different words. The community sizes ranged from 2 to 290 members, in line with the observations made in [ 52 ].

Of the 692 communities, 32 contained brand names. With this method, the brand names in the communities were from the same category or product group. The communities detected with these methods were more homogeneous than the ones detected by the hub percolation, making it possible to determine the key words and ideas the community is structured around. The key words of the community were identified manually by the authors. We used the automatic detection method–manual analysis in line with Brookes and McEnery [ 101 ].

For example, in the community ‘credit and banking’, the appearing brand names are all banks (11 brand names from 84 words); in the community ‘shopping’, they are supermarkets, discount supermarkets and local chains (15 from 148 words); in the community ‘time’ (54 words), two watch brands, Rolex and Swatch appear; and in the community ‘fashion’ (83 words), we found the fashion brands Gucci , Armani , DG , and Mayo Chix along with A´rka´d (a shopping center), Takko (a textile discount store) and L’Or´eal . In this community, we found the city names Paris and Milan too. In the community ‘reading and news’, brand names of newspapers, magazines and television channels appear (31 from 145), and names of writers (Stephen King , Robin Cook) and fictional characters (Bridget Jones) are also present.

All communities found with the modularity maximization method were homogeneous, with one exception: a community centered around fruit names and colors (242 words). It contained the name Ferrari , Greenpace , Fradi (a Hungarian soccer team with distinctive green color), Jonathan (an apple name), Snow White and the Smurfs , with their Hungarian name Hupik´ek T¨orpik´ek (‘blue smurfs’). The last two are brand names usable for merchandising and licensing (cf. Lind [ 102 ], Simon [ 103 ]).

In the second step, we searched for communities in which all associations were named by at least four participants to see even more stable structures and whether they differ from those named by at least two respondents. With this setting, the algorithm found 164 communities containing 2801 different words with community sizes between 2 and 114 members, as in [ 52 ].

Of the 164 communities, 23 contained brand names. The brand names in the communities are, in most cases, from the same product category, except community nr. 20 ( Fig 3 ).

The Hungarian word m´arka has a double meaning. On one side, m´arka means ‘brand’ in Hungarian, with the associations Coca-Cola , Nike and adidas . On the other side, Ma´rka is a brand name of a soft drink in Hungary, with the association meggy = ‘sour cherry’; a flavor of the soft drink. Min˝os´egi = ‘of good quality’.

https://doi.org/10.1371/journal.pone.0273192.g003

Of the identified communities, the community ‘news’ contains brand names of newspapers (56 words, 10 brand names), the community ‘shopping’ has supermarkets and stores (63 words, 11 brand names), and in the community ‘computer’, we found the names of services like Google and manufacturers like Dell (80 words, 8 brand names).

The community ‘traffic’ (86 words) has 20 brand names, cars and motorcycles: Astra , 327 Audi , Benz , BMW , Ducati , Ferrari , Ford , Harley , Honda , Kawasaki , Mercedes , Opel , 328 Simson , Skoda , Suzuki , Toyota , Trabant , Yamaha , Volkswagen , Volvo .

According to our findings, the overlapping and non-overlapping methods provide a different perspective on the community structure of the examined word association network. The hub percolation and LEMON methods aim to provide dense, highly overlapping community structures, resulting in a high number of communities, a considerable amount of overlaps between them, and a large number of brand names inside them. This allows us to examine the relationships between multiple brands from multiple product categories at the same time, giving us an overall picture of how brands in different product categories interact in a consumer’s mind.

In contrast, the community structure discovered by the modularity maximization method, a traditional non-overlapping approach, is more homogeneous and focused on individual brand names from the same product category. It also shows, in some cases, which product categories are related to each other in some way. This enables us to discover the associative structures consumers have around a product category in their mind, including brand names, product and brand properties, and perceived benefits and contexts of brand and product use. Some of the properties of the community structures found by the used methods and their configurations can be found in Table 1 .

Example: Colors attached to brands

For the heterogeneous community detected by the modularity maximization method presented earlier– Ferrari , Greenpace , Fradi (Hungarian soccer team), Jonathan (apple) and Snow White and the Smurfs– we could not find a single organizing principle or topic. We found, however, that in this community, colors and color names were partly dominant; besides the color names blue , orange , green , black , pink , rosa , yellow , azure , red in two forms, ‘vo¨ro¨s’ and ‘piros’ (cf. Benczes and To´th-Czifra [ 104 ]), the words color (both in Hungarian and English) and multicolored appeared. The color white , however, is connected to the community ‘health/hospital’.

The heterogeneous community also contains 11 fruit and vegetable names and names of trees. The appearance of the above-mentioned brand names in this community could be connected to their distinctive colors: Greenpace has green in its name, and the Fradi (Ferencv´aros) soccer club is often referred to as the green-whites in Hungary because of their distinctive club colors. The relatedness to color for Snow White and the Smurfs is evident. Jonathan– apple name–can be explained both by its color and that it is a fruit. The only remaining brand is Ferrari . In the case of Ferrari , the connection to the color red is part of the brand’s marketing strategy [ 105 ]. The strong connectedness of the brand to the color red was also shown in a different association experiment, where the examined car brands all evoked the association car in the first place, with the exception of Ferrari , where the strongest association was red [ 106 ].

We found that this heterogeneous community is organized around two main topics, ‘colors and fruits’, and the appearance of brand names is due to the strong connections between the brand and a distinctive color.

Brands as parts of communities

As results obtained using different algorithms show, brand names are part of communities in the mental lexicon (RQ1). Although the result is not surprising, it shows that brand names are integrated into the mental lexicon, and they build relationships and are part of communities like ‘normal’ words. It is also notable that–again independent of the method used–brands are seldom standing alone. When a community has a ‘brand member’, it is likely to have another one (or several ones) also from the same or a related product category. This could be due to and explained by the organization of the lexicon, which corresponds to the first law of association: ‘associations between ideas are based on contiguity, similarity or contrast’ ([ 25 ]: 3). However expected the results are, to the best of our knowledge, there has been no empirical evidence for communities containing brand names in the mental lexicon.

Overlapping and non-overlapping communities

This leads us to the second research question (RQ2): Which method (overlapping vs. non-overlapping) is better for community detection?

Based on the results, both methods and all algorithms presented valuable insights.

• By using non-overlapping communities, we obtain data that is easy to analyze and draws a clear picture of communities. Every brand is part of only one community, and the connections are easily analyzed and implications easily understood. In favor of non-overlapping communities are the relatively easily manageable results.
• On the other side, the mental lexicon is a construct that overlaps in a natural way; every word can be used in different contexts and considered the lexicon as a multilayer network, an overlapping character is inevitable (cf. [ 50 , 52 ]). Using overlapping methods, however, we face (even in the current paper) the problem that too many communities are identified and differentiation between them is not easy. We would welcome a result where a brand (e.g. Ferrari) appears in two communities and two contexts: cars (as a product category) and color (as a distinctive brand characteristic). This would be a result that could be expected; as seen in the literature review, product meaning and brand meaning are interacting entities.

Running the LEMON algorithm, however, we found that 18 communities contain the brand name Ferrari (and 28 communities contain Volkswagen). It is clear that 18 (or 28) meanings of a brand do not exist. For Ferrari, we could name as broad categories 1) the brand context (color, logo), 2) the product context–and/or 2a) sportscar and/or 2b) luxury car, 3) another product context for luxury products and, perhaps, 4) a lifestyle context together with brand use. Seeing the communities of LEMON, however, we found that these possible contexts are simultaneously present in each community.

The overlapping community detection method provided good results as it managed to identify communities and brands in the communities, and the communities themselves are explainable in the product-brand context. However, the method failed to distinguish between brand and product meaning.

We are aware that current results would suggest that better–marketing-relevant–results can be obtained by using only non-overlapping methods for community detection. It must be stressed, however, that the structure of the mental lexicon is overlapping by its nature; therefore, community detection methods must be improved to provide results that can also be used for practical purposes (e.g. showing the exact contexts brands are part of in our minds).

Brand associations vs. associations around brands

Our results show that we must distinguish between brand associations and associations around brands (RQ3).

Brand associations are the associations brands trigger. However, as we have seen in the case of communities, associations do not have to be connected to a brand name to be in the same community as the brand name (cf. point 3). This result aligns with secondary and tertiary associations described by Keller [ 7 ]. Secondary and tertiary associations are not connected to the brand itself but to an association that is connected to the brand (cf. indirect associations by Franzen and Bouwman [ 6 ]). We argue, however, that the degree of the association (secondary or tertiary) is not important, but the role and position of the association in the associative community around brands.

The question arises: Why are community detection methods better as simple associations to explain the mental position of brands (RQ3)?

To answer this question, we must first consider the above description of secondary and tertiary associations; these are the associations that are not directly connected to the brand. How can we trigger these associations? Clearly, naming the brand as a cue word is not enough as it collects only the brand’s direct associations. We can also come up with some ideas about which words would trigger the brand name itself (e.g. the product category or some distinctive brand properties, like the color of Ferrari), but it is unlikely we will test all possible triggers. Here word association data could come into play; they are collected not focused on a given brand but focused on the research of the mental lexicon. Therefore–as we have seen–brand names will be part of these databases, but they are not the focus. As an example, we take two Hungarian mineral water brands, Theodora and Szentkirályi ( Fig 4A–4C ), and Ferrari ( Fig 5A and 5B ).

a) The community around mineral waters with LEMON (containing 7 mineral water brands); b), c) the direct connections of the mineral water brands Theodora and Szentkirályi in the database (ásványvíz = mineral water, víz = water).

https://doi.org/10.1371/journal.pone.0273192.g004

a) The direct connections of Ferrari; b) the community around Ferrari with LEMON.

https://doi.org/10.1371/journal.pone.0273192.g005

As we can see, the direct network is not complex, while the community structures present a more complex structure with secondary and tertiary associations, showing not only the structure in the immediate vicinity of the brand.

Brand association data is collected by presenting the brand name as a stimulus, thus picking out an entity (a brand) from the complex networked structure of the mind and analyzing the picked out entity alone, without knowing the surroundings it naturally has in the consumer’s mind. This shortage of brand analysis is known to research; hence, the recommendation to also study secondary and tertiary associations (cf. Keller [ 7 ] or Franzen and Bouwman [ 6 ]).

To compare a brand’s associations to those of other brands, and to see similarities and differences, it is important to analyze the complex structure the brand is part of; at this point, the identification of communities in the mental lexicon comes into play.

The information stored in the communities containing brand names fell, in most cases, into the following categories (examples drawn from the community ‘cars’; modularity maximization nr. 2, 86 words):

• brand names (Audi)
• brand/product characteristics (speed, noisy, PS)
• brand/product parts and ingredients (wheel)
• contexts where the brand/product is used (traveling, race)
• results of using the brand/product (accident, speeding)
• substitute product (bicycle)

The observed words in the identified communities are in line with brand associations in general [ 1 , 6 , 7 ]. Our results verified the results of Aaker [ 1 ], Franzen and Bouwman [ 6 ] and Keller [ 7 ]–it is important to note, however, that 1) in our research, word association data was the corpus of research, where brand names just appeared in the database, and 2) we did not analyze which associations are connected to the brand name itself; we just identified communities where brand names were present.

Although the starting point of our research was not brand names–we did not initially use brand names as cue words–we identified associations that are in line with brand-focused research. These results show that when describing a brand’s cognitive position, it is advisable to take into account not only the associations a brand is directly connected to but also the complex associative structure around brands.

In this regard, the communities contain brand information and product information (see previous point and literature review). We surmise that the associations of brands define the meaning of the brand, while communities around several brands define the meaning of a product category. Thus, communities do not necessarily provide relevantly more information about a brand compared to other marketing research methods; rather, word association data and communities can help to gain a deep insight into product category information and the interacting connection between product categories and brands. The method has the advantage of using one large dataset to answer several product- and brand-related research questions with the same dataset and directly compare the differences and similarities of different brands (thank you for a reviewer to pointing out this advantage).

In addition, the gained information may help to plan advertisement campaigns more precisely; words from the community (which are not directly connected to the brand) may help to formulate messages, which are more easily accepted by the target group since the words are already part of the community. However, at the same time, words missing from the communities can also show what words may be used for differentiation from other brands (see Implications).

Brand names as part of the encyclopedic knowledge layer

At this point, it is important to emphasize an assumption that arises from previous research but has to be verified empirically in the future.

As described in 2.1, lexical units store several different pieces of information in the mind, and the stored information enables an effective organization of the units and helps to connect them [ 21 , 107 ]. Existing research shows that the units are parts of a network in the mind, more precisely, multiple layers of networks [ 108 ]. Existing research also assumes that a layer storing encyclopedic knowledge exists in the mind [ 33 , 52 ].

Since brand names were present in word association experiments, we assume that brand names are represented as nodes in the mind, connected to other words and brand names (cf. Esch [ 67 ]; Franzen and Bouwman [ 6 ]).

From our results and from research on the layers of the lexicon [ 52 ], we propose that brand names are part of the encyclopedic layer in the mind ( Fig 6 ), which is not language-specific–meaning that, for example, Coca-Cola is not stored as a specific Hungarian or Croatian or German word, but as a unit that can be connected to several languages at the same time.

https://doi.org/10.1371/journal.pone.0273192.g006

This implies that the information stored at this node in the mind is not exclusively language-specific; we store certain multisensory and usage-specific knowledge of the brand and the product (e.g. taste, color of the packaging, shape of the logo) and some language-specific information (e.g. pronunciation of the brand name, slogan, advertisement text). Pieces of this multisensory information are always present and active, regardless of the language and linguistic context. For example, driving in a foreign country and seeing the logo of a fast-food brand, all the information about the brand, products, price category and tastes will be activated, even if one does not speak the language of the given country.

This assumption–if verified–could indicate that for a global brand, it is important to use brand communication patterns, which are not country- and language-specific, meaning that, for example, texts should not be the focus of an advertisement. The focus should be multisensory, language-independent information, which in the consumer’s mind does not need to be connected to a given language, thus enhancing the storage of brand-related information on the encyclopedic layer. This may result in brands relying on techniques that are accessed more easily in a context where text is less relevant (e.g. in a foreign country).

Several well-known global brands seem to use this technique already. It should be interesting to learn whether the global success of these brands was connected to the fact that they–unconsciously to the layers of the lexicon–used the method described above in their campaigns.

We must note that, at this point, this is only an assumption based on the analysis of one database.

Implications

Differentiating.

The description of brand names as nodes belonging to closely-knit communities in the mind shows that brand communication of a well-known or young brand cannot exist in an empty space–all the other brands and the product category the brand belongs to and the attitudes and expectations of consumers towards the product category shape how the brand is perceived.

Product-related communities–and words in these communities–may be used by new brands in a product category. First, new brands (and brand names) have to be connected to the product category in as many ways as possible to ensure that the new brand is immediately perceived as part of the given product category and thereby benefits from all the associations of the product category. This can be done by using words in advertisements, which are part of the community of the product category.

At the same time, however, they have to ensure that the community around the brand is different from the communities of all other brands and that it contains not only product-related characteristics but also a distinctive logo and slogan that are specific to the brand. A good example is the Hungarian herbal liqueur Zwack Unicum. It is a widely known Hungarian brand with over 100 years of history. It has a distinctive product feature: its bottle has a unique round shape that characterizes the brand. A previous experiment showed that the shape of the bottle frequently appears as a brand association with words like bottle shape, small round bottle, small spherical bottle, round bottle, round, shaped bottle, round, sphere [ 74 ].

Advertisements could profit from a better understanding of communities around brands [ 69 ]. An example of this can be seen in Fig 7 , with a community centered around mineral water (obtained with modularity maximization, at least four respondents named the associations).

https://doi.org/10.1371/journal.pone.0273192.g007

As we can see in the community in Fig 7 , most words describe the characteristics of mineral waters. For a marketer, however, the word healthy should be the most important; it shows that mineral waters are generally thought to be healthy. This knowledge could help advertise a new brand, emphasizing and underlying its healthiness–and in advertisements, the word healthy should appear.

Why is this important? As seen, the community of the product category mineral water already contains the word healthy. Using this word in an advertisement will not help to differentiate a brand–it emphasizes, however, one important feature of the product. Since the word healthy is already part of the community centered around mineral waters, this strong connection can be used in advertising (cf. Shamsollahi [ 109 ]). On the other hand, by using the communities of associations, it is possible to connect unique (brand-specific) attributes to brands [ 69 ]. In the case of mineral waters, this attribute cannot be just healthiness–since all mineral waters are believed to be healthy–but some specific information. Advertising could use specific brand characteristics (e.g. the ingredients of the given mineral water) to emphasize why it differs (e.g. is healthier) from other mineral waters.

Negotiated meaning

The communities around brand names are not necessarily the same as those communicated through advertisements and marketing efforts. The meaning of a brand and its perceived and accepted characteristics always develop through a negotiation process between the brand owner and society. The result of this process is the actual meaning of the brand in a given society, which can be different from the meanings the brand owner intended to engrave into the brand [ 85 , 110 ].

The communities around brands and product categories can contribute to finding these negotiated meanings of brands. Neglecting these meanings can result in brand disasters. In this regard, the communities identified by our analysis can be used to see whether the brand is positioned in the mind of the consumer the way the brand owner intended. Therefore, it is important to analyze not only associations connected to a brand but also the complex associative structures and communities around the brand and the whole product category.

Limitations

Current results are obtained from a word association database collected for linguistic research. Although some demographic variables were collected, no information was asked from the respondents about their brand or product preferences. Therefore, whether the found community structures are general or user-group specific cannot be analyzed.

It must be assumed, however, according to Franzen and Bouwman [ 6 ] (cf. [ 111 ]), that different community structures of the brand can exist in the minds of different consumer groups. We assume that current results show and detect common communities around the brand, which may differ from the community structures of ‘experts’ (e.g. brand fan communities).

In this paper, we analyzed communities in a word association database and searched for brand names inside the communities.

We started with hub percolation, and results showed that the communities we detected identified communities around brands, with the communities being partly homogenous. The LEMON algorithm provided good results since it takes initially known members of communities as an input. We are interested in communities organized around previously known brand names, and we could simply provide a list of brand names to the algorithm as input, which would then grow communities around them. The communities provided by the modularity maximization algorithm were homogeneous and focused on individual brand names from the same product category, enabling us to better explore the associative structures around product categories.

Our results showed that brand names are present in word association databases, and we found that the algorithms were able to find homogeneous communities in these databases. We also showed that communities contain brand names from the same product category since brands of a given product category share common characteristics.

Based on the results presented here and our previous works, we described how brand names are stored in the mind; they are multisensory entities strongly connected to the product category. We also showed that overlapping and non-overlapping algorithms both provide valuable insights, but currently, non-overlapping methods provide results that are easier to interpret. We also showed that communities in the mind play several roles; communities around brands define the meaning of the brand, while communities around several brands of the same product category define the meaning of a product category.

Future research has to describe a brands’ position in these communities more precisely. This can happen by analyzing larger association databases or through target-specific large-scale data collection in several languages. In further research, the characteristics of the test participants must be taken into account, for example, their gender, age or consumer habits. A better understanding of communities in the mind contributes to the understanding of brands as psychological constructs, enabling the use of more effective brand management practices in the future.

Acknowledgments

This article is based upon work from COST Action Distributed Knowledge Graphs, supported by COST (European Cooperation in Science and Technology). We would like to acknowledge Máté Vass for his aid in parts of the data analysis and Gertrud Fábián for creating figures for the manuscript. We would like to thank Elizabeth Ann Dickinson for the English language revision.

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Research Business Name Generator Guide & Ideas

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1. Choose Your Research Business Name Keywords

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6 Tips to Name Your Research Business

From being clear on your area of expertise to cutting through the jargon, there are many things to consider when choosing a name for your research business. Here are six top tips to name your research company. 

Be clear on the specific area your research business focuses on.  It’s essential to pick a name that shows the core of your work and makes it clear to your audience what your expertise is. For example, if your research area is in cutting-edge technology, a name like “Quantum Analytics’ ‘hints at your specializm. 

Market Trends

Pay attention to emerging trends in the research industry. In a tech-dominated era, incorporating buzzwords like “AI,” “Data,” or “Bio” in your company name can make it more appealing and relevant. For example, “AI Insight Ventures”. 

Cut the Jargon

Remove technical terms and jargon that your potential clients may not understand. Go for a name that is both easy to remember and pronounce. This aids in brand recall and makes it easier for clients to refer to your research services. 

Think Long-term

Think long-term and avoid names that might restrict your business growth. For instance, “Norfolk Lab Studies” might imply a limited geographical scope, which could hinder your research company if you expand globally. Instead, a name like “Global Research Insights” offers flexibility and scalability. 

Get Feedback

Gather opinions from a diverse group of people, including industry peers and potential clients. This feedback will help highlight both insights and any potential misunderstandings or negative connotations related to your brand name. 

Check Availability

Check the research name you choose is not only unique but also available for use. This includes checking domain name availability for a website and ensuring that the name doesn’t infringe on any existing trademarks. 

Get Inspired

20 Research Group Name Ideas

To help inspire you to develop your research business name, here are 20 research and study name ideas we have created using our Research Business Name Generator. 

• Data Pioneers
• BioInnovate Labs
• TechTrend Analytics
• Green Insight Research
• NeuralNet Studies
• FutureScope Research
• EcoData Analysis
• Quantum Analytics
• Global Research Insights
• Genome Genius
• AI Insight Hub
• Brainwave BioResearch
• SmartData Solutions
• Oceanic Research Co.
• SkyHigh Astronomy
• Microcosm Studies
• NanoTech Research
• Cybernetic Data
• Earthly Analytics
• Solar System Studies

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Jean Majid is a person with a think-outside-the-box mentality. He has extensive knowledge in content marketing, business names, international branding expertise, and e-commerce, with over 10 years of experience. Jean is always aiming to improve the online visibility of brands and companies and to distinguish them from their competitors.

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Market Research Business Name Ideas

• Insightful Research Solutions
• Data-driven Decisions
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Define Your Brand Identity for a Market Research Business Name

Determine your target audience : To choose a market Research business name idea, start by identifying the people you want to appeal to with your market Research brand. Consider their age, gender, interests, and preferences. This will help you create a name that resonates with your ideal customers and sets the foundation for a successful market Research brand.

Define your market Research brand personality and values : Your brand's personality should be reflected in your market Research business name. Think about the characteristics you want your market Research business to embody, such as playfulness, warmth, or creativity. Make a list of adjectives and values that align with your market Research brand, as these can serve as inspiration for your business name.

Identify your unique selling proposition (USP) for your market Research business : What sets your market Research business apart from the competition? Your USP should be a core element of your market Research business name, helping to convey your business's distinct qualities. It's important to communicate what makes your market Research products or services special in a way that is memorable and appealing to your target audience.

Generate Market Research Business Name Ideas

Combine words and concepts for a market Research name : Brainstorm words and concepts related to your market Research brand and consider combining them in interesting ways. This can help you create a unique and memorable market Research business name that captures the essence of your brand while appealing to your target audience.

Use puns and wordplay in your market Research name : Puns and wordplay can add a fun and whimsical touch to your market Research business name. Think about phrases or idioms that relate to your brand, and see if you can incorporate a playful twist that aligns with your market Research brand personality.

Incorporate a rhyme in your market Research name : rhyming can make your market Research business name more memorable and engaging. Experiment with word combinations that create a pleasing rhythm or sound, making your market Research business name stand out and stick in people's minds.

Take inspiration from literature, mythology, or pop culture for your market Research name : Look into books, myths, or popular culture for market Research names or phrases that could work well for your business. These sources can provide a wealth of creative ideas for a market Research business name that is both meaningful and memorable.

Experiment with foreign words or translations for a market Research name : Explore words in other languages that relate to your market Research brand or have a pleasant sound. This can add an exotic or sophisticated touch to your market Research business name while still communicating your brand's values and personality.

Test Market Research Business Name Options

Create a focus group or survey for your market Research business name : Gather feedback from your target audience by conducting a focus group or survey. This will help you understand which of your market Research business name ideas resonate most with your potential customers, ensuring your final choice will have broad appeal.

Test market Research names for memorability and pronounceability : A good market Research business name should be easy to remember and pronounce. Try saying your market Research name options out loud, and ask others to do the same. Note any challenges or difficulties people experience, and use this information to refine your market Research business name ideas.

Evaluate market Research names for emotional appeal : Your market Research business name should evoke positive emotions and create a strong connection with your target audience. Assess the emotional impact of your market Research name options by considering the feelings and associations they bring out in people. Choose a market Research business name that aligns with your brand's personality and values while generating a positive emotional response.

Legal Considerations for Market Research Business Names

Check for trademark availability of your market Research business name : Before choosing your market Research business name, search trademark databases to ensure that it is not already in use by another company. This will help you avoid potential legal issues and ensure that your market Research business name is truly unique.

Verify domain name availability for your market Research name : Having a website is essential for any modern business, so check if your preferred market Research business name has an available domain. This will make it easier for your customers to find you online and help establish a cohesive brand presence.

Research local business name regulations for your market Research name : Different jurisdictions have various rules and regulations surrounding business names. Before settling on your market Research business name, research your local laws to ensure that your chosen name meets all necessary requirements and does not infringe upon any existing trademarks or business names.

Finalize Your Market Research Business Name

Reflect on feedback and personal preferences for your market Research name : Take into account the feedback you've gathered from your target audience, as well as your own personal preferences. Consider which market Research business name ideas best represent your brand's identity, values, and unique selling proposition, while also appealing to your ideal customers.

Ensure your market Research name aligns with brand identity : Before making a final decision, double-check that your chosen market Research business name aligns with your overall brand strategy. This will help create a cohesive brand image and make it easier for customers to understand and connect with your business.

Announce your new market Research business name and launch your brand : Once you've chosen the perfect market Research business name, it's time to share it with the world. Announce your new name through marketing materials, social media, and your website. Celebrate your market Research business name with your customers, and use it as a foundation for building a successful, memorable brand.

For more business name ideas, you can use our business name generator

• What's My Car Worth?
• Buyer's Guide

Stylish Alfa Romeo Junior SUV Is the Brand's First EV

Alfa Romeo has changed the name of its first EV after the Italian government said the name "Milano" broke an Italian law regarding misleading customers.

• Alfa Romeo has revealed its first EV, the subcompact Junior crossover.
• Two single-motor, front-wheel-drive electric powertrains will be offered, with either 154 or 237 horsepower.
• The Junior is also being sold with a 134-hp turbocharged three-cylinder hybrid powertrain that will come with front- or all-wheel drive.

UPDATE 4/15/24: Alfa Romeo announced today that it is changing the name of its new subcompact EV from Milano to Junior, after the Italian government said the use of the name Milano is illegal. The name allegedly runs afoul of a law that states that "Italian-sounding" products built outside of Italy are misleading to customers; the Milano is set to be built in Poland. Alfa Romeo says it believes the name was in the clear but decided to change it "in the spirit of promoting mutual understanding." This story has been updated to reflect the name change.

The Junior is closely related to two other Euro-market crossovers, the Jeep Avenger and the Fiat 600e , but it is undoubtedly the most stylish of the trio. The sportier versions pair the athletic stance with ornate four-spoke wheels and a unique grille treatment that sees a cutout of the brand's serpent-and-cross logo overlaid on a mesh pattern. A classier look is also available with a traditional Alfa Romeo script on the chrome triangular grille and a new take on the company's iconic "telephone dial" wheels.

Inside, the Junior attempts to differentiate itself from its Stellantis stablemates with a sporty steering wheel and a "telescope" design for the gauge cluster housing, which features a 10.3-inch display. The central 10.3-inch touchscreen is canted towards the driver, and the outermost air conditioning vents are shaped like the four-leaf clover seen on the brand's Quadrifoglio badge.

The Junior Elettrica uses a single electric motor paired with a 54.0-kWh battery and is offered with either 154 or 237 horsepower. While the Jeep and Fiat both come with the same battery capacity and the less powerful option, only the Alfa Romeo receives a 237-horse setup. Both versions are front-wheel drive, and Alfa Romeo claims the 154-hp Milano will travel roughly 250 miles on a charge on Europe's WLTP test cycle. Replenishing the battery from 10 to 80 percent should take less than half an hour on a 100-kW DC fast-charger.

The Junior Ibrida (hybrid version), however, will be offered with both front- and all-wheel drive. Only one hybrid powertrain is available, a turbocharged 1.2-liter three-cylinder paired with a 28-hp electric motor integrated into the six-speed dual-clutch gearbox. A 48-volt lithium-ion battery provides the juice, and total output is listed at 134 horsepower. Alfa Romeo says that in urban driving, the Junior Ibrida will stay in electric mode for more than 50 percent of the time.

The sportiest Veloce trim sits 1.0 inch lower and packs revised front and rear anti-roll bars to provide a more athletic feel. The Veloce also includes 15-inch front brake discs clamped by four-piston calipers that hide behind 20-inch wheels, while a mechanical self-locking Torsen differential helps distribute torque. Orders have begun in Europe for the Junior Speciale launch edition, but the U.S. market will have to continue its wait for an electric Alfa Romeo.

This story was originally published April 11, 2024.

Caleb Miller began blogging about cars at 13 years old, and he realized his dream of writing for a car magazine after graduating from Carnegie Mellon University and joining the Car and Driver team. He loves quirky and obscure autos, aiming to one day own something bizarre like a Nissan S-Cargo, and is an avid motorsports fan.

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