Marketing guru Laura Ries discusses the 9 keys to naming success:
“The single most important marketing decision a company can make it what to name a brand. A brand’s power lies in its ability to grab a position in the mind of the consumer. With a poor brand name you make the job of getting into the mind that much harder. With a great brand name you can help your brand down the road to success.
It’s not that a brand with a poor name won’t ever succeed. Many do. If you price something cheap enough, it will move in spite of a dreadful name. Hyundai, for example, sold 400,221 vehicles in the U.S. last year. But did you ever hear someone say, “Eat your heart out, I just got myself a 2004 Hyundai?” Is Hyundai a powerful brand? I think not.
Some powerful brand names include: Lexus, Red Bull, Google and Starbucks. The 9 keys that follow will help you pick the best name possible for your brand. Don’t expect a name to meet all the nine requirements but if it covers more than a few you’ll know you have a winner.”