How to create a great brand name | Jonathan Bell

Summary

In a world with over 300 million brands, creating a unique and impactful brand name is essential. This video outlines seven types of brand names: eponymous, descriptive, acronyms, real words, composite, invented, and associative, offering examples like Disney, Amazon, and KFC. The process includes selecting a name type, defining a big idea behind the brand, and ensuring name availability. The video highlights Alphabet as an example of a clever brand name, emphasizing creativity and adaptability in a crowded marketplace. Ultimately, the key to success lies in crafting a memorable, meaningful, and legally protected name.

Takeaways

• 😀 There are approximately 300 million brands worldwide, making it increasingly difficult to find a unique name.
• 😀 There are seven categories of brand names: eponymous, descriptive, acronyms, real words, composite, invented, and associative names.
• 😀 Eponymous names (e.g., Disney, Burberry) are derived from the founder’s name or legacy, while invented names (e.g., Kleenex, Pinterest) are unique creations.
• 😀 Descriptive names (e.g., American Airlines, The Home Depot) clearly define what the company does but can be harder to protect legally.
• 😀 Acronyms (e.g., KFC, BP) simplify longer descriptive names, with some like KFC also strategically modifying their meaning for marketing purposes.
• 😀 Real words (e.g., Uber, Slack) are dictionary terms that convey strong brand attributes, but finding a good one is increasingly challenging.
• 😀 Composite names (e.g., Facebook, Ray-Ban) combine two words to create a memorable brand with a punch.
• 😀 Associative names (e.g., Amazon, Red Bull) rely on symbolic connections to create emotional appeal, reflecting the brand’s core qualities.
• 😀 Non-English names (e.g., Samsung, Lego) can carry cultural significance, adding layers of meaning to the brand.
• 😀 Abstract names (e.g., Rolex, Kodak) have no inherent meaning but leverage phonetics to create a powerful brand perception.
• 😀 The best brand names are tied to a bigger idea or vision, rather than just describing the business (e.g., Nike = winning, Apple = simplicity).

Q & A

What are the challenges in creating a unique brand name?

With over 300 million brands in existence today, finding a unique and memorable name is increasingly difficult. Companies must navigate the crowded marketplace and avoid choosing names that are already in use or overused.

What are the seven types of brand names mentioned in the script?

The seven types of brand names are: eponymous, descriptive, acronym, real words, composite, invented, associative, non-English, and abstract.

What is an eponymous brand name, and can you give an example?

An eponymous brand name is one that is named after the company's founder or visionary, like Disney or Burberry. These names often reflect the founder's vision or beliefs.

Why might descriptive brand names be challenging?

Descriptive names, like American Airlines or The Home Depot, are often harder to protect legally because they explicitly state what the company does, which can make them more common and less unique.

What is the significance of acronyms in brand naming?

Acronyms, like GE or KFC, are shorthand versions of descriptive names. They simplify the brand and are often easier to expand internationally, as seen in the case of KFC rebranding from Kentucky Fried Chicken.

Why are real words used in brand names, and what is their drawback?

Real words, like Uber or Slack, are often chosen because they suggest certain attributes or benefits. However, finding available dictionary words for brand names is increasingly challenging due to the high number of existing companies.

What makes composite names like Facebook and Ray-Ban effective?

Composite names are created by combining two words, giving the brand a memorable, one-two punch. They are often effective because they convey a clear idea and are easy to remember.

What are invented names, and what are the potential risks?

Invented names, such as Kleenex or Pinterest, are entirely new words created by changing or adding letters. While they are highly unique, they can sometimes sound awkward or be mistaken for unrelated products.

How do associative names work, and can you provide an example?

Associative names reflect imagery or meaning related to the brand. For instance, Amazon is named after the world's largest river, symbolizing its vast selection of products. Red Bull associates with power and confidence.

What is the importance of checking a brand name’s availability?

It is crucial to check if the name is already taken and whether it has negative connotations in other languages or regions. A poorly chosen name could result in legal issues or embarrassing associations.

What makes Alphabet a successful brand name, according to the script?

Alphabet is a successful brand name because it symbolizes the foundation of language and communication. It’s playful, links to the company’s subsidiaries, and cleverly utilizes the domain name abc.xyz instead of alphabet.com, which was already taken.

Why is owning the domain alphabet.com not as important today?

With the rise of Google search, social media, and mobile apps, owning the perfect domain name is less critical than it used to be. As seen with Alphabet, companies can find unique web addresses like abc.xyz to establish their online presence.