Visual
Positive
Modular
Distinctive
Meaningful
Protectable
Future-oriented
7 QUALITIES OF AN EFFECTIVE BRAND NAME
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
7 QUALITIES OF AN EFFECTIVE NAME
Meaningful
It communicates something about the essence of
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
the brand. It supports the image that the company
wants to convey.
PORMANTEAU: DURABLE + EXCELLENCE
7 QUALITIES OF AN EFFECTIVE NAME
Distinctive
It is unique, as well as easy to remember,
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
pronounce, and spell. It is differentiated from the
competition. It is easy to share on social
networks.
COMPAQ, HP, IBM
7 QUALITIES OF AN EFFECTIVE NAME
Future-oriented
It positions the company for growth, change, and
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
success. It has sustainability and preserves
possibilities. It has long legs.
VERSATILITY
Modular
with ease.
7 QUALITIES OF AN EFFECTIVE NAME
It enables a company to build brand extensions
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
available.
Protectable
7 QUALITIES OF AN EFFECTIVE NAME
It can be owned and trademarked. A domain is
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
URL.HACK
7 QUALITIES OF AN EFFECTIVE NAME
Positive
It has positive connotations in the markets served.
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
It has no strong negative connotations.
PORMANTEAU: SNAPPAPPLE V
7 QUALITIES OF AN EFFECTIVE NAME
Visual
It lends itself well to graphic presentation in a
Wheeler, A. (2017). Designing brand identity : An essential guide for the whole branding team. John Wiley & Sons, Incorporated.
logo, in text, and in brand architecture.
