A name is a promise... it is the first thing a consumer learns about a company or its product...

Henry Charmesson

A name for an organization can be compared to a person's name. It becomes fateful, reveals personality traits and distinguishes from the crowd. Any company also has its own character and features.

A good name reflects the value of the company and its products in the minds of customers. Few people know that the Caribbean island known as Paradise did not attract tourists while it was called Pig. 'Gooseberry' from China became popular in the US after it evolved into 'kiwi fruit'.

Examples of successful brand names will help evaluate contemporary meaning naming.

What is quality naming?

Naming is not just a play on words, but a significant element of marketing. Professional selection of names for organizations, products, brands is becoming more and more relevant.

High-quality naming is the foundation of a competitive brand and effective promotion in the market. main goal its is the positioning of the firm, product, service.

Naming is used to solve various problems, including:

The need to emphasize special properties, to distinguish the product from others.
The desire to evoke positive associations and emotions: trust, admiration, interest.

Smetana Domik v derevne or Demyanova Ukha restaurant... A good name can inspire you to become a good basis for brand promotion.

5 stages of work on the name

Positioning, definition of the market segment	Without marketing research branding is impossible. Who is the target audience? Which group do potential consumers belong to? What is the market niche and strategy of the company. For example, the name of the travel agency "Exotic Wedding" indicates a narrow specialization.
Standards and requirements	What criteria must a firm meet? Examples should reflect the company's strategy and fit into the market situation.
Idea generation	Brainstorming, group discussion or employee survey. Ideas can be generated in any form, but at this stage it is important to refrain from criticism.
Idea Analysis	Evaluation of options and how they meet the original standards. Semantic and phonetic analysis of names. Lexical and psycholinguistic testing.
Testing	Clients or potential consumers are involved in the "field tests", who finally decide how to name the company. Examples are included in the survey. The organization of testing is most often carried out by research companies.

An obligatory element of naming is the legal verification of the developed name, necessary for registration. In many cases, it is required to pay attention to the meaning of the name in foreign languages.

Thus, all the extensive work of creating a new name is two steps. Firstly, you need to formulate a message for the consumer, and secondly, translate the message into a commercial form.

10 Ways to Choose a Company Name

Use the language and words of the client. What does the prospective buyer value in a product or service? What benefit will he get? The proposed product should be close and understandable to the consumer, like "Your Realtor" or "Agusha".
Dictionaries help to enrich vocabulary. original ideas can be found using dictionaries of associations, explanatory or foreign.
The collected information will help to formulate slogans. You don't have to start with a title. Naming is a creative process.
Analysis of the names of firms-competitors. When choosing a name, it is worth considering their successful options or mistakes - for example, such curiosities as the Labor Callus company, the New Hair hairdresser or the Padun bank.
Do not rush to cross off the selected ideas from the list, but put them away for a few days. After one or two weeks, it will be easier to evaluate a worthy option with a fresh look.
Before finally deciding how to name the company, examples should be checked for uniqueness.
Evaluation of consumer opinions can significantly speed up the search. It is not enough just to contact friends or relatives. Organize a customer survey to evaluate the selected options, invite them to come up with their own names.
In some cases, it can be useful to look at the world around you. A brilliant idea can be born unexpectedly. The Adobe founder chose this name after the river near his home. Remember that registration as a trademark of generic and specific concepts is not possible.
Use the data of psycholinguistics, choosing what to call according to research, give a result with the right choice of letter combination. It is recommended to use the letters "D", "L" (cause joyful emotions). The letter "K" tells customers about the speed. But it is better not to take hissing or deaf ones, they tune in to the negative. The letter "Z", as it turned out, causes fear.
There are more than thirty techniques for the formation of names. From names with classical Latin roots to rhyming names. For example, the creator of a global sports brand was known among friends as Adi (it turned out to be a compound abbreviation "Adidas").

What is the name of the construction company? Examples

Name for construction company should focus on target audience and reflect the scope of the company. "Bystrostroy" - a good choice as the name of a company specializing in the construction of houses in a short time.

The agency "Apartments de Luxe" will attract a category of clients with certain incomes, and "New House" - a more democratic name.

How to name the company? Examples of names such as "Stroygarant", "Stroytekh" are understandable to the population and inspire confidence. Stroygefest, Neostroy or StroyCity are intriguing. The abbreviation will not work, as it can scare off a potential customer.

For organizations working with individuals, a simple version of "Bogatyr", "StroyNaVek" is appropriate. When cooperating with foreign partners, it is important to carefully consider how to name construction company. Examples should reflect professionalism. Preferably a catchy name on English language. For example, "Leader Builder" or "Prof building".

Choosing a Law Firm Name

Industry standards strongly influence the conservative legal business. The choice of options for the company name is very limited. What is the name of the law firm?

Examples show that names with Latin terminology or euphonious surnames of partners, combinations with general concepts(“consulting”, “legal league”, “bureau”, “group”). New words are also used, but the client does not always associate them with legal activities.

Successful options include Zetra or Asters. This is an example of how short and consonant names win over names that are understandable to the population, such as "Legal Aid".

Names that carry monumentality, confidence and positive are popular. "YurMasters", "Arman", " Legal Center or Law Company.

Naming in the field of trade

The marketing name positions and promotes the product. What is the name of the trading company? Examples should be memorable and beautiful. The harmonious perception of the name by ear plays a big role. For sale is what causes pleasant associations.

Superlative names (Mega, Extra, Maxi, Super) are often used for trading houses and chains. An interesting method of words with errors. "GastroGnome" instead of "Deli", "StakeHolders" instead of "Steakholders".

Popular play on words, for example, fishing store Cool Place, Terry Paradise store selling bathrobes and towels.

In any case, faceless names like "World of Taste" or "Wonderful Product" should be avoided.

How to choose a name for a furniture company?

The furniture market is one of the most saturated. In order to stand out from the competition, you need an original, but understandable, selling name.

What is the name of the furniture company? Examples - such as "Servant`s", "Divan Divanych" or "Mr. Mebel", will play the role of advertising and save money on promotion.

Many manufacturers seek to master a certain market niche. For small and medium-sized companies, focusing on the direction of activity and specialization is useful. “Furniture Workshop/Studio…”, “Sofa Formula”, “Your Kitchens”.

The production of luxury furniture, taking into account the interests of wealthy clients, will require a name that emphasizes the status: "GrantMebel", "Furniture House", "InteriorLux".

There are also funny names: "Soft place" (sells sofas and armchairs), the firm "Sidaun" or under the name "Mebelov".

In fact, 90% of all brand names were invented "on the knee" by directors or managers of organizations. Only 10% of market names are classified as professional namers. It is noteworthy that it is these 10% who own 90% of the market!

I decided to talk about online name generators. Any aspiring entrepreneur understands that the name of his own company, brand or store can greatly influence his future work. Often, businessmen, due to inexperience, choose verbose names that are completely inconsistent with the direction of the business. Some are even hard to read and hard to remember. Here it begins. Result advertising campaign did not live up to expectations, then consumers chose a more successful competitor.

Ideally, the name of the firm / company should immediately catch the eye of a potential client or business partner, clearly state what kind of business it is, what you produce and so on. It’s not at all easy to come up with such a name (unless, of course, you have a brilliant idea), so now there are a huge number of companies and agencies involved in the development advertising slogans and titles, for which they charge quite large sums.

But there is a solution and much cheaper, more precisely, completely free. If you don't know how to come up with the name of a company, brand, store, etc., use an online name generator. These sites work on a very simple principle - the user sets some of his parameters and, based on them, the algorithm produces various results. As in any generation, 80% of frankly crazy options can come across there, but common sense can still be distinguished.

Several useful online generators

The brand generator is quite an interesting solution. You can enter the letters you want to see in your brand name. It is also possible to choose the alternation of letters. You can even choose the ending in the form of a surname, the options for which are offered to choose. In general, everything is described there, I suggest you read it yourself and try to generate something interesting.
Namegenerator.ru - the service is still in beta testing, but it already shows good results. In the generation settings, you can specify the number of letters, the initial and final text (text that remains unchanged and is shown in front or behind the generated segment), the alternation of vowels and consonants, and set the character set used (Cyrillic, Latin, numbers, or even all together).
Brandogenerator.ru - “I took $ 5 million from investors, but I didn’t know how to come up with a brand name. Thank you for your service." This is what one of the reviews posted on the website of this online generator says. It’s hard to believe in this, of course, but the site is really good. After the first generation, the following options fell out to me - “hyper-interview”, “porno-sun”, “air era” and a few more interesting ones (although these are not suitable for serious companies, they are quite suitable for the name of a site or blog). Unfortunately, in this generator you cannot set the initial parameters, but only select the generation mode.
Planovik.ru/generator - This online name generator offers various ways to generate unique names, including using unique words that do not exist in Russian. Most of the options are unlikely to be immediately usable, you will have to additionally strain and improve them yourself. In the future, the owners of the service promise to improve the readability of the output text by significantly improving the algorithm.
Webnames.ru - don't know how to come up with a domain name for your project? This site will help you. You just need to set 1-3 keywords, check or uncheck a number of items and run the program. Right on the same page, it will be possible to check the received variants of domain names for availability in the most popular domain zones - .ru .com .biz .info .net. Unfortunately, as a generator of company names, brands and other things, this resource is completely useless.
Online-generator.com is a foreign English-language site. Functional enough, so you can use it as a generator of company names, product names, domain names, store names, and even nicknames for registrations on the Internet and for selecting character names in online games. It is very simple to use - select the category you are interested in and press the generate button until you see a decent option.
Generator-sloganov.ru - on this site you can generate your own slogan online for your project. All you need to do is enter a keyword, select a category (serious or humorous) and click "Let's go!". The options are more than worthy, it's a pity that most of them do not shine with special originality. For example, I introduced the word "valyanok". The resulting options: “The time has come for felting”, “Footing - what else is needed for happiness”, “Take everything, but just leave the feltings”.
Numbergeneratoronline.com is a handy, highly functional resource. You can generate a hack-resistant password, get an original and unique nickname, encrypt important information into the barcode, and determine the numbers for the lottery. This interesting application works online and is very easy to use. It is enough to select the required category and in a matter of seconds you will get the result you need.

Conclusion

To be honest, if you do not know how to come up with the name of a company or company, I would not advise you to use the company name generator. After all, the name of a brand or store is not just a set of letters - it is the beginning of the path to success, it is your face, it is he who will be seen first of all by the people with whom you will work. Is it worth it to let some soulless and not very smart machines make such an important choice for you? Don't think. It's better to sit and think.

Have you ever used similar services?

P.S. I propose in this thread to share the most original and funny names obtained with the help of online generators.

What do readers think

Generator Brandogenerator.ru full of bullshit. I chose the “Super-prefix” generation algorithm and he gave me the golden options: shit-scarecrow, kilo-digging, not finishing. Now we need to think about how to put together a mosaic from this and make a name for the company.

It seems to me that such services cannot provide an adequate result, and will not be able to for a long time. Password generators are one thing, but names are another. Here you need to contact special exchanges, or just look for people, usually they make a competition with a large prize fund.

svx, Well, why, when creating a name for a company, you need brainstorming, you need ideas, some combinations of letters. Of course, no one will bring you the name on a silver platter. But online brand name generators can be used for brainstorming. You are given a bunch of different options, and you yourself have to think out and come up with a cool brand name for yourself.

:blink: Wow, I didn't even know this existed. Actually, it's brilliant! I always suspected that computers would soon become smarter than humans :D. But seriously, even though there are funny, sometimes absurd options, it can still push you to a brilliant idea!

I personally wouldn't trust these online name generators either. Especially when you see such reviews about them as, I took 5 million dollars from an investor and I don’t know what to call my project. To me, this is complete nonsense. You need to put your soul into the name and I don’t think that in order to do this you need to resort to the services of a generator.

NikitaJi, perhaps with the supply of generator options, you can think of something and think it out, but personally, when I tried to produce something using generators, I was horrified by the options ... I think that in 95% of cases they won’t be able to help.

I agree - but you can't just dismiss this generator. There may also be useful ideas. This may be suggestive. I had to develop logos and come up with names to order. I used a different technique - I studied color science and the psychology of the influence of color and words together. As well as the dynamics of this process.

tat, and yet, while online generators are still incapable of targeted processing of names, and their success in helping people is rather random, although some parameters can be specified.

svx, which means it is random if a person used a specially online generator and came up with a brand for himself. Even if he helped in one case out of a hundred, he still helped. It has already been said here that he will not provide a ready-made company or company name on a silver platter, but he will be able to give a general direction for combinations of letters and sounds. I used it once, it's hard to say whether it helped or not, since I worked in other areas at the same time.

What to look for? Google has found everything. there is an e-generator, where thousands of people come up with names for free. And the winner will receive not just a big prize, but several thousand rubles. Well, there are additional costs - payment to the system, payment by the moderator, which options are selected.

extatic, well, you're right, as a rule, on such exchanges, performers themselves submit applications to the competition, and quite a lot. However, I also saw similar requests in communities in the social. networks, which means that some customers prefer to either bypass the exchange or directly look for the contractor (s).

And I read the story of some large company, so they chose the name for their brand just as a result of the work of such online generators. I don’t remember now what kind of company it was, even then I couldn’t understand what it was all about. But the fact is that such programs help people come up with interesting and memorable names, which then become cool brands.

Brands are made not because of the name, but because of the product that becomes the brand. A good name only gives some attraction. And it happens that a complete bullshit is hidden behind a beautiful name. People first lead, and then spit.

Choosing a good company name is not an easy and not an idle question. Moreover, this is not a secondary issue. It is necessary to choose a name that will "work" for the business for many years, will embody all the values of the business, and characterize the company from the best side.

Of course, it is best to entrust such work to specialists, professionals, but, as a rule, such services are expensive and not all novice entrepreneurs can afford them.

The first and simple thing you can do at the start on your own and at no cost is to create your own, small focus group consisting of relatives, friends and just acquaintances.

This focus group can be given "to be torn apart" by those options for the name of the company that you have already come up with. Ask them to express their attitude to this or that name, ask why they like or dislike the name.

Enter the results in an impromptu table, mark each name minus / plus. Ideally, if all opinions about this or that name of your amateur focus group are well-reasoned.

Surely with such a squeak you will determine for yourself several winning names. From the pool of such impromptu winners, you choose the name that will work for your business.

Interesting company names - a way to stand out

There are entire lists on the Internet. beautiful names companies that can be used by everyone.

Yes, it is to stand out from the background of other competitive names. It's not easy, but it's the main thing. Many may say: “You need to stand out with a service or product. The quality of service delivery, etc.” There is no dispute - this is true.

But imagine yourself in the place of your consumer. That consumer who has not yet begun to study your offer, but only chooses a company from a dozen or even hundreds of offers.

Your task is to offer him a name that will interest him immediately, highlight your business and possibly even put it in first place in the search. Even before he decides to study the price or description of the products. Being the first on the very first step of the consumer is very important, this is the key to success.

This means that the names of successful companies play a big role in the success of the entire business.

Of course, there are many factors to consider when choosing a name. For example, a bright, catchy and even trendy name is not suitable for companies that offer financial or consulting services. Here you have to sacrifice brightness and originality.

Just because it's inappropriate. Who would come up with the idea to name a consulting business: “Orange Elephant” or “Happy Hippo”? We, of course, exaggerate, but here you really need to be careful.

Large companies with large advertising budgets can afford less careful name selection, as any name can be easily promoted for money. Start-up entrepreneurs with limited advertising budgets it is better to think a hundred times and only then "cut off".

How to choose a company name? A small but useful guide: use language tricks

Choose a title that lends itself to a play on words. A great example of such a play on words is "Baby Potato". Just great! With humor, warmth and homely. We are sure that many who read such a name will treat such a business with warmth and great hope for tasty and high-quality food from the first minute. Great example of smart marketing move. Five points!;
A strong name must be simple. Choose a name for your business that is easy to remember and write. A simple example: you are driving to work in your own car and an interesting advertisement, say, on a roadside billboard, has come into your view. What will you quickly remember: "International Communications Liberty" or "Incomly"? Even better - "Inkol";
Choose a name that is not asked again. We have a bitter experience when, in pursuit of originality, we chose the name of the company: “Audit Profit Engineering”. Countless times we were asked how to spell the name correctly. We used to repeat the name several times until people learned it. We are sure (peculiarities of psychology) that people do not like this, which means that many people already had a slight discomfort at the first acquaintance with the business, and hence the negative associated with the name of the company;
Avoid puns in the title. Putting a pun on your company name is a risky move. Even if such a name is easy to remember, you should still not risk the authority of the company and immediately set the consumer up for slight disrespect;
Never imitate famous people. It is easy to "get" on serious litigation and lose a lot: money for the maintenance of lawyers, legal costs, changing the name of the company, fines, etc. The most important thing is a good name, which will be difficult to restore even for very big money.

Original company names and domain name

Interesting names firms in the examples.

Beautiful company names should be chosen because your future consumer associates the company name with the quality of your business.

Many aspiring entrepreneurs, when choosing the name of their new business, miss the most important point - the domain name. Today, every business must be present on the Internet.

Especially the business that plans to enter not only local markets, but also regional markets, and possibly international ones. (“The soldier who does not dream of becoming a general is bad”).

Both in the first and in the second case, the business will need a website and its own domain name.

And how will the domain name sound in English? (We do not recommend using the domain zone - RF for many reasons).

How do you spell? How is it read? And most importantly, is such a domain name free at the moment?

Also, how will search engines react to the name of your domain name? Believe me, we are not beginners in promoting an Internet business and we understand how important it becomes when a business grows and a business website grows with it.

“The more people find you and your company on the Internet, the more buyers, consumers and just people loyal to your business will be.”

Name for the company in examples.

Short domain is not the best choice. If you are going to choose a domain name with less than six letters, this is not the best choice. Type abbreviation: irr.ru "monsters" of business can afford it, but not a beginner. More to be found;
Play with the combination. For example, the domain name of your business may consist of a set of abbreviated words: "Vetprom.ru". The fictitious domain name could belong to a fictitious company: Industrial Windmills;
Use translation. When choosing a domain name, business owners often use a translation from the national language and vice versa. Example: the word "Thank you" in Hawaiian sounds like "Ubunchu", this sound was taken as the basis for the domain name written in English - Ubuntu;
Be careful with SEO. Many companies, in the hope of promoting their business in the issuance, resort to tricks - they use keywords in the domain name. Firstly, Google no longer pays attention to this and does not give preferences to such a domain name, and secondly, it is possible to fall under sanctions in the future. Changing a domain name is not easy and expensive;
You are in Russia? So - RU! If your business is located in Russia, it will be better in every way if your domain name is placed in the “RU” zone. Believe me, you will not regret this decision in the future.

How to protect yourself from negative influences. Mantras for health and healing from negativity.

How to remove the evil eye at home

How to protect yourself from damage and the evil eye on the Internet

Your envious and ill-wishers may follow you, and you may not guess anything. It is better to play it safe, because even if you do not believe in the existence of the evil eye, this does not mean that it does not exist. Take three minutes of your time to read this article, where I explain to you (in my opinion, quite intelligibly) why you can be subject to this scourge.

How to neutralize someone else's envy?

Now in what only networks people do not communicate. And everywhere they post photos where they are beautiful, successful, in cars and diamonds. Well, or just happy. Of course, most people who see your photos on the networks do not care who you are, and what you have there, and how. But a couple of individuals with not very pure thoughts are sure to be found. These can be ex-wives (who have not let go of their ex-husbands to the end), mistresses (who sleep and see that the lover leaves his wife), friends (friends with a failed career, with permanent absence money and not having success with women), girlfriends (always jealous of your happiness, but carefully hiding it), mothers-in-law who sleep and see how to free their son from the shackles. Mother-in-law with similar thoughts also come across. Former classmates who envied you all through school... Childhood photos are very vulnerable. Not without reason, some resources impose restrictions on posting photos with children.

The fact that his thoughts will return to this ill-wisher is without fail. But that doesn't make it any easier for you! This energy will begin to act on you now. I offer you my skill and my energy to protect your photos. Send me your photos for protection. Payment is made after the work is completed. The price for the work is symbolic.

Nobody will ask you whether you believe in damage and the evil eye or not. They will simply envy you in silence - and damage is right there!

Unfortunately, many people categorically do not believe in the existence of energies. You can often hear that " I don't believe in corruption, which means no one found it on me No one will ask you whether you believe in it or not. They will simply envy you. Your beauty, your health, your success, your family happiness, your new fur coat or car, your newborn baby. Reasons for envy can be listed endlessly. It can be an incredible trifle! For example, a new ring on your finger! Or the fact that you are successful with the opposite sex! What did you answer in class better than your classmate. Or the boss will praise you for a job well done, but your colleague - not (just not for anything). And this will not necessarily be said out loud. And it will not necessarily be someone else. Or maybe a best friend or friend. Thought is material! Thought is a flow of energy.

Energy, in its initial form, is neutral. It is neither positive nor negative. And only a person can give it one direction or another. And imagine that a person who has the ability to exert a strong influence will envy you (he may not even know about it himself). And this person activates negative energy with the help of his bad thought. After all, it is logical - if the thought is negative, then the energy is negative. And, accordingly, if you were envied, then they gave their thoughts a negative. And you accepted it. And if you do not defend yourself, then this energy begins to affect you in the most unpredictable way. Imagine that a person wishes you harm on purpose? After all, there are such people, you know! What then does the energy of his thought turn into for you?

I can still convince you of this. But I'm not the only one talking and writing about it. There are other resources as well. I just offer you my help in protecting your photos and images on the Internet.

Protect your photos from the negative impact of envious and unkind eyes.

Payment is due after work is completed. for protection. Payment can be made at any Qiwi terminal near your home or at any Sberbank ATM. Online payment can be made using Yandex-Money. The cost of protecting ten photos symbolic.

I work only "live", no automatic downloads - you send me your photos to my email address, which I will send you. Your photos will not be saved anywhere on the Internet. They will also be deleted from my computer as soon as I finish working with energy and send the photos to you. No automatic sending - everything is individual for each person, that is, for you personally. Write me a message, indicate the number of photos and your email address. Here you can find out the price and write a message.

What will I do with your photos? I will place a translucent image with special words that will reflect all the negativity from your photos. Also, I will work on your images energetically.

Protect your own photos from the evil eye, damage, negative impact in social networks and the Internet.

There are many charms and amulets in real life. But a photo on the Internet is still something digital that cannot be touched. Of course, you can try to defend yourself. Some advise writing some text on the photo (I write special words to protect against damage and the evil eye, which I was taught by a Ukrainian old woman who has been healing people with her energies all her life) and this will already serve as an additional barrier to protect against the evil eye. You can read a prayer before the photos. But, unfortunately, not everyone can work with energies. Therefore, contact a specialist. That is, to me!

Protection from the evil eye and damage on your own at home

There are various conspiracies and of course prayers. Moreover, you should not be afraid of the word "conspiracies", because this is the same prayer, only, so to speak, not official.

A person keeps in “operative” memory no more than a dozen brands from one product category, and on the move he can name only one or two. But even in the average supermarket, there are usually about 40,000 SKUs. How to make the brand memorable for the consumer? There are several typical principles for coming up with a name for a business or product. on your own:

Syllables from the names of the founders
Children's names
Names of loved ones ("At Lyuba", "Petrovich")
Surname and K
Surname with the addition of …off
Abbreviation by type of activity or product (AK-47)
Types of services ("Business Bank", "Plumbing World")
Beautiful words in various combinations
A new word created from the first letters of different words
Slightly modified names of well-known brands
Name of the nearest geographic feature
Category name (engineering plant)

But if the brand name is not related to strategy and positioning, the risk of missing the mark is very high. Here are the most common mistakes entrepreneurs make when choosing names.

Wrong association

The title is a first impression tool, so clarity is the most important criterion. When evaluating one or another option, ask yourself if the consumer will understand this name.

Make the title speak.

Here is a simple example. What does the name tell you law firm"Virtual"? On the one hand, the sound indicates virtuality, fantasticness. On the other hand, the name contains a promise to life and health (in Latin vita - “life”). Given the consonance with the well-known brand of vitamins, it turns out a mixture of "virtual activity" and "good health with longevity." Such a circle of associations is appropriate for an online store of health products or an online channel for sports video lessons. For legal or consulting company this title may be a failure. Such firms want to appear solid, and a hint of virtuality can lead the client to think about imaginary expertise, fraud and scam. The analogy with vitamins in a legal context is confusing and destroys the harmony of the brand.

An opposite example from legal topics is the portal pravo.ru. Here is news about legislative changes, investigations, administrative crimes and fraud are designed under a clear name, which means that two tasks have been solved at once - a clearly defined theme of the portal cuts off an unnecessary audience and supports positioning.

Hno sense

"What is the essence of your brand?" - I ask colleagues and clients, and often the answer is silence or slurred explanations. The problem with many names is precisely the lack of essence. Dirty sign " International network restaurants of Japanese cuisine "KreveTochka" in a residential area, the sign "Empire of something" with the sign "entrance from the yard", the car service "Pobeditel" in a broken garage with packs of stray dogs or the "Beer Baron" store in the basement of a five-story building are more likely to cause bewilderment and rejection among customers.

Fantasy or “fabulous” names deserve special attention, as they often contradict the nature of the product category. Exquisite jewelry should not be called "Zolochan" or "Diamond". The principle here is simple: the higher the product niche, the less reason for fairy tales. Modern people become more and more rational and pragmatic, and people believe less and less in fairy tales.

ABOUTlack of registration

This is the most costly of all naming mistakes. By promoting an unprotected brand, you are digging yourself a hole into which you will fall as soon as the business becomes successful. But even the presence of registration does not guarantee the inviolability of the name. At the beginning of this year, Apple Rus LLC announced that it intends to sue companies using "i" in the name. Dozens of brands were hit, including iTour, iFrukt, iCar, iBroker. In general, the use of "i" or any other letter at the beginning of the name has become the most fashionable variation of the "connection" in naming. A striking example is the recently sold yo-mobile project, which is, in fact, an automotive analog of the iPhone.

DYeshe twins

Strategy me-too- the use of slightly modified well-known brands (Starbucks coffee and Bucksstar Coffee, Adidas, Abibas and Adimas, J7 and J8, Nike and Naik) - sometimes brings dividends, but often only causes criticism. This technique is only suitable for short-term capital increases. Taking off after the well-known brand, "fakes" are falling just as quickly. If the task is to increase loyalty, such a move will not work - it will be very difficult to get rid of the reputation of a cheap double later.

There is another dilemma: how to come up with a name that meets the requirements of the category and at the same time stands out from the competition.

For example, in the segment of drugs for the common cold, there is a category of nasal rinses, and almost all names include the root “aqua” or “sea”: Aqualor, Aqua Maris, Marimer, Moreal, Morenasal. A good way out was found by the developers of the Dolphin brand - the name contains Marine theme but there is no direct mention.

The perfect name is a rarity. To get a list of three compelling titles, our copywriters work through several hundred words and combinations. Mistakes in naming are primarily strategic mistakes. Therefore, the most effective method to avoid them - think over the strategy and positioning of the product in advance. When you understand who you are talking to and how you want to present your business, the right name is easy to come up with.