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Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service
You don’t have a brand—whether it’s for a company or a product—until you have a name.
The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles.
Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn:
- What makes a good (and bad) name
- The step-by-step process professional namers use
- How to generate hundreds of name ideas
- The secrets of whittling the list down to a finalist
The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths.
Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles.
Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn:
- What makes a good (and bad) name
- The step-by-step process professional namers use
- How to generate hundreds of name ideas
- The secrets of whittling the list down to a finalist
The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths.
Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
- GenresBusiness
194 pages, Paperback
Published December 14, 2021
21 people are currently reading
101 people want to read
About the author
Rob Meyerson
5 books6 followersRob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, a brand strategy and identity firm. He is also creator and host of the podcast (and blog)
How Brands Are Built
, on which he has interviewed dozens of branding and naming experts such as David Aaker, Marty Neumeier, Laura Ries, Fabian Geyrhalter, Emily Heyward, and Denise Lee Yohn.
Prior to founding Heirloom, Rob's previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.
An experienced namer, Rob has created names for companies (Corelight) nonprofits (Swing Left) products (Sierra Wireless Octave), and services. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. He lives in Pacifica, California with his wife and two children.
Prior to founding Heirloom, Rob's previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.
An experienced namer, Rob has created names for companies (Corelight) nonprofits (Swing Left) products (Sierra Wireless Octave), and services. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. He lives in Pacifica, California with his wife and two children.
Ratings & Reviews
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Displaying 1 - 5 of 5 reviews
January 23, 2022
Un libro breve que nos ayuda a ver cómo es el proceso y metodología que usa un experto en el tema de geberar nombres para marcas.
December 25, 2023
Great, clear and concise guide on brand naming (and naming in general). Full of actionable tips and enough legal recommendations not to do something stupid on your own. The key points and summaries before and after each chapter were appreciated, even though they made me feel dumb for taking notes haha.
November 20, 2024
A quick read with a direct actionable path
February 1, 2024
Rob is a man with a plan when it comes to brand naming. This was actionable and awesome. I've revamped my approach to naming with Rob's suggestions.
March 7, 2024
It Works
I picked this book up because I needed to craft a brand name. I had a gut feeling of where I needed to start but i didn’t have a clear process to figure it out.
Working through this book, i was able to crack it. But most importantly, i came away with a repeatable process to handle this need in future (which is the real value add for me). That’s how practical this book is.
It works. Pick it up & try it.
I picked this book up because I needed to craft a brand name. I had a gut feeling of where I needed to start but i didn’t have a clear process to figure it out.
Working through this book, i was able to crack it. But most importantly, i came away with a repeatable process to handle this need in future (which is the real value add for me). That’s how practical this book is.
It works. Pick it up & try it.
Displaying 1 - 5 of 5 reviews