What makes a product name successful? How do I find a new name for a private brand? And what is important when developing a name?
A great product name is a gateway to success
It evokes curiosity and remains memorable. But what makes a product name truly effective? Beyond creativity and recognition, verbal brand strategy plays a crucial role. A name is more than just attractive packaging—it’s a promise.
Memorability and clarity: the foundation of a strong product name
The best product names stick. Iconic examples like Kleenex or Nutella have cemented themselves in collective memory. But how do brands achieve this? Clarity, brevity, and easy pronunciation are key. The fewer obstacles a name presents, the easier it is to recall—and the quicker it moves off the shelf and into shopping carts.
A great product name should also convey the right brand message. Take Evernote as an example—it immediately communicates its purpose without being overly obvious. It blends the idea of notes with the notion of longevity ("ever"). Such subtle associations often unlock the potential of a powerful name.
Sound associations also influence perception. Kruspers sounds crispy and crunchy—ideal for a snack. Nivea, on the other hand, has a soft, harmonious feel, sounding just right for personal care and well-being.
Better words for better targeting: striking the right tone
A product name only works if it aligns with the brand and resonates with the target audience. Should the name exude luxury? Then it should remind of elegance and prestige, much like Rolex. Targeting a tech-savvy, dynamic audience? Names like Fitbit or Switch succeed because they are modern and easy-going.
Cultural and linguistic nuances are equally important. A name that works well in one language might carry an entirely different connotation elsewhere. A classic case is Mitsubishi Pajero, which had unintended negative implications in Spanish-speaking markets—highlighting the importance of linguistic checks.
Strategic creativity for future-proof names
Beyond sound and meaning, a product name should be sustainable. This means ensuring it is legally protectable and adaptable for digital applications—such as domain availability.
If a name applies to an entire product line, it should be flexible enough to accommodate new innovations and trends. The balance of creativity and strategy is crucial: a name that is both original and aligned with brand values will stand the test of time. This is why professional naming processes, from brand analysis to final name selection, are so essential.
A strong product name is memorable and aligned with brand and audience
A great product name tells a story, sets the right tone, and remains unforgettable. The right naming strategy transforms a product into a hero—rather than just another item on the shelf.
Want to know what makes a great business name? Find out here—or let’s talk!
