The name is one of the most important elements of a company’s identification system, which not only allows it to stand out among other similar entities, but also helps create the brand image. A good name, supported by appropriate marketing activities, can guarantee the company’s success. The name is often said to be the shortest advertising slogan. Therefore, it should be understandable, unambiguous, and easy to pronounce. Moreover, it should contain fundamental content and refer to the nature of the company and the industry in which it operates. The primary task of the name is to distinguish the enterprise from the competition. However, it is important to remember that originality should not be sought at all costs. When choosing a name, it is best to follow principles arising from previous social, cultural experiences, and perception methods. It is very important that the company’s name does not raise legal concerns. Therefore, it cannot imitate existing names, especially if it refers to the same industry or product group. The name should evoke positive associations and carry specific emotions or values. Usually, shorter names are better received, although much depends on the market in which the company operates. Of course, there are exceptions to this rule. For example, consulting firms usually have longer names.
The naming process can be divided into two stages. The first involves conducting detailed analyses concerning the company’s nature and desired market position. At this stage, it is necessary to define: who will be the recipient of the name, to which target groups it is directed and above all what associations it should evoke in the recipient. The second stage begins with creating the name concept and alternative proposals. At this point, their spelling and sound should be analyzed, and graphic texts created. It is also good to start work on the company symbol in parallel with these activities. After selecting several, and sometimes a dozen names, their legal verification follows. After further selection, marketing research is conducted to assess the perception of the name. The final step is choosing the best proposal and its patent protection.
Source: B. Rozwadowska, Public Relations. Theory, practice, perspectives, Studio Emka Publishing House, Warsaw 2011
Author: Asia
