CreatingCompany/Brand Name

Desirable Attributes & Name Design Process

Desirable Attributes of Brand Names

1.Evoke the thing it is you're naming

Desirable Attributes of Brand Names

1.Evoke the thing it is you're naming

Desirable Attributes of Brand Names

1.Evoke the thing it is you're naming

Desirable Attributes of Brand Names

2. positive associations when you hear the name.

Eszopiclonegeneric name

Desirable Attributes of Brand Names

2. positive associations when you hear the name.

Desirable Attributes of Brand Names

3. easy to say

Desirable Attributes of Brand Names

3. easy to say

Desirable Attributes of Brand Names

4. Memorable

Dictionary words rather than made up words

Desirable Attributes of Brand Names

Shorter length

4. Memorable

Desirable Attributes of Brand Names

5. Unambiguously spellable

Desirable Attributes of Brand Names

5. Unambiguously spellable

bugassault

Desirable Attributes of Brand Names

bugasalt

5. Unambiguously spellable

Desirable Attributes of Brand Names

6. Avoid infringing on other people's trademarks7. Proper domain name availability*

Name Design Process

Decomposition method

Generate List of Chunks

1 2

ManipulateChunks

Evaluate

3 4Concept Testing

Name Design Process

Decomposition method

Generate List of Chunks

1 2

ManipulateChunks

Evaluate

3 4Concept Testing

Name Design Process

Example: Bike Seat

Generate List of Chunks1 Manipulate Chunks2Dictionary Word

Proper Nouns and Derivative

Other Roots (often from latin or Greek)

Affixes

Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle

Swiss, Armstrong

Velo, Legger, Corsa

Pro- -max- -techneo- -star- -city

Use Directly

Combine

Mutate

Affix

Name Design Process

Example: Bike Seat

Generate List of Chunks1 Manipulate Chunks2Dictionary Word

Proper Nouns and Derivative

Other Roots (often from latin or Greek)

Affixes

Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle

Swiss, Armstrong

Velo, Legger, Corsa

Pro- -max- -techneo- -star- -city

Use Directly

Combine

Mutate

Affix

Name Design Process

Example: Bike Seat

Generate List of Chunks1 Manipulate Chunks2Dictionary Word

Proper Nouns and Derivative

Other Roots (often from latin or Greek)

Affixes

Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle

Swiss, Armstrong

Velo, Legger, Corsa

Pro- -max- -techneo- -star- -city

Use Directly

Combine

Mutate

Affix

Name Design Process

Example: Bike Seat

Generate List of Chunks1 Manipulate Chunks2Dictionary Word

Proper Nouns and Derivative

Other Roots (often from latin or Greek)

Affixes

Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle

Swiss, Armstrong

Velo, Legger, Corsa

Pro- -max- -techneo- -star- -city

Use Directly

Combine

Mutate

Affix

Name Design Process

Example: Bike Seat

Generate List of Chunks1 Manipulate Chunks2Dictionary Word

Proper Nouns and Derivative

Other Roots (often from latin or Greek)

Affixes

Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle

Swiss, Armstrong

Velo, Legger, Corsa

Pro- -max- -techneo- -star- -city

Use Directly

Combine

Mutate

Affix

Name Design Process

Ride ArmsttongFlex

SoftrideNextrideFlexseatSwissFlexVelosoftProseatFlexmax

ZeatFlastRollo

NextrideSofrolNeoflexSwistarSaddio

AmazonBlackberrySaturnSpauldingApple

Betty CrockerBearingPointBoston DynamicMicrosoftScoopFreeSilicon GraphicsTerrapass

BingGoogleKodakVioxxXootr

eBayFedexXPULT

Examples

Use Directly

Combine

Mutate

Affix

Name Design Process

Evaluation3

Name Design Process

Evaluation3 Concept Testing3

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