Naming: what is it and why is it needed

Today, companies no longer sell goods, they sell a trademark, a brand, which the consumer chooses. Therefore, companies pay great attention to all the elements of identity, with the help of which the client makes a choice standing in front of the store shelves.

One of the main elements of a trademark is naming. Naming is the trade name of a brand or product that the end consumer sees.

As a rule, naming is chosen based on the USP, composition, properties and features of the product. But this does not mean that you can just think about your product and attach a suitable name to it — you need to check its impact on the audience, conduct interviews and work with focus groups, and before that it is very important to check the naming for uniqueness (what if competitors already have such a name?) and clarify whether it is possible to officially register the chosen naming.

Professional selection of naming allows you to stand out from competitors, occupy your niche, protect your brand legally and form a loyal audience around the brand.