Brand Naming

Once the naming objectives and strategy are approved, the process begins by developing a list of important name attributes from client input and category research. In some cases, interviews or focus groups among the target audience are beneficial as a starting point.

Brainstorm tracks are created and a process of “structured brainstorming” develops a wide range of candidates to be considered. Word combinations and refinements yield candidate names for client review and a short list upon which preliminary trademark and web URL searching is performed. Word roots and phonemes are explored, contrived names built and common names examined, depending on naming strategy and project budget.

Final candidate names, which must serve as global brands, can be assessed for multi-cultural acceptability and screened for cross-lingual vulgarity. Upon final selection of a name, consideration is also given to tagline and slogan generation, as seen appropriate.

Creating a tagline is easy. Selling it to a large corporation is another story. Young Company has worked successfully with Fortune 500 firms and venture funded start-ups alike to create the winning taglines shown here.