What’s in a name?

Jon Montgomery and Michael Lieberman

Jon Montgomery, a partner at Hudson Group New York, and Michael Lieberman, president of Multivariate Solutions, ague that quantitative evaluation is an essential component in the brand naming process.

What's in a name?

Jon Montgomery and Michael Lieberman

It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Names project the personality of the brand; they proclaim the quality and integrity of what they represent. To be successful, they need to be relevant, pronounceable, memorable and free of negative connotations. (And as a legal requirement, a brand name must be unique.)

Beyond a single product or service, a name, if it...

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