28.11.2022
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.
Share
Other articles
16.08.2026
Local Manufacturers in Central Asia Are Not Ready for the New Packaging Standards — What Should Be Done Now?
When sustainable packaging is discussed in our region, many still see it as a distant-future topic for conferences rather than something that belongs in a current production plan. But the situation has changed. There are now specific deadlines, and one of them comes into force within just a few weeks.
08.08.2026
How to Measure Whether a Packaging Redesign Works: Metrics to Track Before and After Launch
“The new design looks better than the old one” is not a strong enough argument to take a redesign to market. A new package being liked by three or four people in management does not automatically mean that sales will increase.
This is why mistakes in packaging design can be costly for a business. Packaging is not an advertising test that can simply be switched off the next day if the results are disappointing. A redesign affects production, inventory, brand image and logistics.
Research by William Caruso of the Ehrenberg-Bass Institute illustrates how risky packaging redesign can be. He analysed 1,336 redesigns across 744 brands in 25 market segments. The study found that nine out of ten redesigns did not generate a significant increase in sales. Interestingly, the redesigned packs retained only around 47% similarity to their previous versions on average. This suggests that many brands change their packaging more dramatically than necessary.
For this reason, companies need clearly defined “before” and “after” metrics. Without them, redesign budgets can be wasted and sales may even decline.
01.08.2026
How 3 to 5 Seconds on the Shelf Decide a Product’s Fate
A brand can spend years refining its strategy, poured millions into advertising, and building brand awareness. Yet ultimately, whether a product gets bought or left behind is decided in one single spot: right on the store shelf. This is where the final dialogue between brand and consumer takes place—not on TV or social media. And for this moment, the brand has only a matter of seconds.<p>