Brand names criteria

What makes a good brand name?

Summary

• Memorability: It should be easy to remember and recall
• Simplicity: Short, clear, and simple names are more effective
• Distinctiveness: It should stand out from competitors and be unique
• Relevance: It should align with the brand's identity, values, or offerings
• Emotional Appeal: Evokes positive feelings or associations
• Pronounceability: Easy to say and spell in target markets
• Scalability: Flexible for growth into new products or regions
• Visual Potential: Looks appealing in logos, packaging, and advertising
• Domain Availability: A matching domain name is often crucial in the digital age
• Cultural Appropriateness: Free from negative connotations in other languages or cultures.

Not: Descriptiveness: That's usually the least important factor

Emotional appeal

I think that emotional appeal is the most critical factor, making the distinction between good brand names and not-so-good brand names: We think in images but we communicate in words - The emotional appeal is the bridge between these two.