The Brand Name Game,
by Jim Gregory
The difference between a good brand name and a disaster isn't always clear. In addition to capturing the attention of customers, the name must be easily pronounceable and free of negative connotation in foreign languages. If you plan to brand for technology companies and products -especially those that will be marketed on the Internet- then a great name must address a few basic issues.
•Easily recognized
The name must be easy to hear and, subsequently, to spell so it can be easily located with search engines.
•Must be unique
The name should avoid clichés of the category, too many companies use trite standbys like net, com, and info.
•Must be descriptive
The name must create a vivid and emotional expectation of an experience.
•Must be imaginative
The name has to avoid "cybersquatters" -Internet opportunists that have scooped up the rights to nearly every word imaginative.
(Taken from Interactive PR & Marketing News)
by Jim Gregory
The difference between a good brand name and a disaster isn't always clear. In addition to capturing the attention of customers, the name must be easily pronounceable and free of negative connotation in foreign languages. If you plan to brand for technology companies and products -especially those that will be marketed on the Internet- then a great name must address a few basic issues.
•Easily recognized
The name must be easy to hear and, subsequently, to spell so it can be easily located with search engines.
•Must be unique
The name should avoid clichés of the category, too many companies use trite standbys like net, com, and info.
•Must be descriptive
The name must create a vivid and emotional expectation of an experience.
•Must be imaginative
The name has to avoid "cybersquatters" -Internet opportunists that have scooped up the rights to nearly every word imaginative.
(Taken from Interactive PR & Marketing News)
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