Naming brands: The name game

This article discusses the importance of brand names in communicating the brand identity, arguing that names can be inappropriate and detract from potential success.

Naming brands: The name game

Nikolas ContisSiegel+Gale

There are three main options when picking a brand name – descriptive, suggestive or fanciful – but it should always set the right expectations for the consumer, says Nikolas Contis of Siegel+Gale

Is it true, as Shakespeare's Juliet suggests, that names of things don't matter and what matters most is what things are? After all, "that which we call a rose by any other name would smell as sweet" would it not? Does this hold true for brand names and what they represent?

All too often, brand names do not authentically reflect...

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