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CreatingCompany/Brand Name
Desirable Attributes & Name Design Process
Desirable Attributes of Brand Names
1.Evoke the thing it is you're naming
Desirable Attributes of Brand Names
1.Evoke the thing it is you're naming
Desirable Attributes of Brand Names
1.Evoke the thing it is you're naming
Desirable Attributes of Brand Names
2. positive associations when you hear the name.
Eszopiclonegeneric name
Desirable Attributes of Brand Names
2. positive associations when you hear the name.
Desirable Attributes of Brand Names
3. easy to say
Desirable Attributes of Brand Names
3. easy to say
Desirable Attributes of Brand Names
4. Memorable
Dictionary words rather than made up words
Desirable Attributes of Brand Names
Shorter length
4. Memorable
Desirable Attributes of Brand Names
5. Unambiguously spellable
Desirable Attributes of Brand Names
5. Unambiguously spellable
bugassault
Desirable Attributes of Brand Names
bugasalt
5. Unambiguously spellable
Desirable Attributes of Brand Names
6. Avoid infringing on other people's trademarks7. Proper domain name availability*
Name Design Process
Decomposition method
Generate List of Chunks
1 2
ManipulateChunks
Evaluate
3 4Concept Testing
Name Design Process
Decomposition method
Generate List of Chunks
1 2
ManipulateChunks
Evaluate
3 4Concept Testing
Name Design Process
Example: Bike Seat
Generate List of Chunks1 Manipulate Chunks2Dictionary Word
Proper Nouns and Derivative
Other Roots (often from latin or Greek)
Affixes
Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle
Swiss, Armstrong
Velo, Legger, Corsa
Pro- -max- -techneo- -star- -city
Use Directly
Combine
Mutate
Affix
Name Design Process
Example: Bike Seat
Generate List of Chunks1 Manipulate Chunks2Dictionary Word
Proper Nouns and Derivative
Other Roots (often from latin or Greek)
Affixes
Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle
Swiss, Armstrong
Velo, Legger, Corsa
Pro- -max- -techneo- -star- -city
Use Directly
Combine
Mutate
Affix
Name Design Process
Example: Bike Seat
Generate List of Chunks1 Manipulate Chunks2Dictionary Word
Proper Nouns and Derivative
Other Roots (often from latin or Greek)
Affixes
Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle
Swiss, Armstrong
Velo, Legger, Corsa
Pro- -max- -techneo- -star- -city
Use Directly
Combine
Mutate
Affix
Name Design Process
Example: Bike Seat
Generate List of Chunks1 Manipulate Chunks2Dictionary Word
Proper Nouns and Derivative
Other Roots (often from latin or Greek)
Affixes
Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle
Swiss, Armstrong
Velo, Legger, Corsa
Pro- -max- -techneo- -star- -city
Use Directly
Combine
Mutate
Affix
Name Design Process
Example: Bike Seat
Generate List of Chunks1 Manipulate Chunks2Dictionary Word
Proper Nouns and Derivative
Other Roots (often from latin or Greek)
Affixes
Seat , Bike, Ride, Roll, FlexFast, Next, Soft, Saddle
Swiss, Armstrong
Velo, Legger, Corsa
Pro- -max- -techneo- -star- -city
Use Directly
Combine
Mutate
Affix
Name Design Process
Ride ArmsttongFlex
SoftrideNextrideFlexseatSwissFlexVelosoftProseatFlexmax
ZeatFlastRollo
NextrideSofrolNeoflexSwistarSaddio
AmazonBlackberrySaturnSpauldingApple
Betty CrockerBearingPointBoston DynamicMicrosoftScoopFreeSilicon GraphicsTerrapass
BingGoogleKodakVioxxXootr
eBayFedexXPULT
Examples
Use Directly
Combine
Mutate
Affix
Name Design Process
Evaluation3
Name Design Process
Evaluation3 Concept Testing3
