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Product Naming Strategies: Mastering The Art Of Naming A Product

Kate Williams

8 September 2023

7 min read

But have you ever considered the true weight of product naming? How important is naming a product, really?
To understand this you need to ask yourself a basic, but important question. How often have you paused to ponder about the sheer importance of a name?

Think about the first word you learnt to pronounce as a child (not that you’d remember!). The people around you would have spent hours to hear you spelling out your name, bit by bit. Once you did, Alas! Your identity was marked! From everyday objects in your home to the global giants you admire, everything has a name. Maybe at the first glance it might look like a simple string of letters, yet in reality they hold the power to shape perceptions, trigger emotions and dictate choices. But, is it all just a clever play of work?

What is Product Naming?

Imagine a world where Apple was just another fruit, Nike was just another mythological figure, and Tesla was an untold tale. In this alternate reality, do you think these brands would yield the same magnetism that beckons millions of loyal customers?

The answer is an emphatic “No.” The product name is not just a label but a crucial element that paves the path to success. It sparks curiosity and keeps the product in the customers’ minds. 

Again, why does one product’s name effortlessly roll of your tongue while another slips into obscurity?
What’s in a name, you ask? Well, this is where we have to defy Shakespeare. Why?

Consider this: You walk into a store and reach for a sleek modern gadget on the shelf. Its name(which, by the way, is carefully chosen by people assigned just for that), suggests innovation, reliability, and a touch of luxury. It beckons you, making you feel like you’re a part of something bigger. That’s the power of product naming! It is a blend of art and science, making an ordinary item into a symbol of desire.

How Important Is Product Naming?

Let’s admit it. When you’re on the lookout for a product today, the options are countless. There are hundreds of brands out there that might be selling what you want, but only a few catch your attention. Out of those few, only the ones that have credibility will make you press the “check out” button. Brand name plays a crucial role in this decision. When your eyes scan the shelves of the supermarket, one name catches your eye amidst the sea of products. It speaks to you, resonates with your desires, and seems to whisper promises of a better experience!

Here is why naming a product is important:


#1 First Impressions Matter

A product’s name is its initial attire in the consumer’s eyes. It’s the first impression and we all know how important that is. A well-crafted, well-thought-out name has the power to draw customers in and set a stage for long-lasting relationships.

#2 Building Brand Identity

A name is not just a label. It is an integral part of a brand’s identity. Just think about it, it is the brand’s personality, values, and the whole essence that’s encapsulated in just a word or a few at large.

#3 Memorability and Recall

A catchy name stays in the minds of your customers while purchasing. Moreover, it stays for a longer time if some thought is put into it.

#4 Connection and Emotion 

The key is to strike an emotional chord with the customers. For instance, take “Disney” or “Harley-Davidson”. They evoke emotion in their respective consumers. This leads to a long-lasting connection.

#5 Differentiation in the Crowd

It is extremely important to stand out from the crowd. With countless number of products competing for attention, having a unique name will give you the chance to be distinctive.

#6 Legal protection

Properly trademarked names provide protection against imitation and counterfeiting. It is necessary to prevent confusion in the market.

#7 Consumer Decision-Making

Yes. A name has the power to make and turn consumer judgment more than you think. Customers can make quick decisions based on a product’s name, affecting their willingness to try it.

 #8 Long-term Investment

A well-thought-out name is a long-term investment in your brand’s future. “Nike” and “Coca-Cola” stood the test of time and still rings a bell.

Types of Product Names

You know what the best part is? Creativity knows no bounds. The name you choose for your brand speaks your story. What better way than that to evoke a sense of belonging in your audiences. Here are the different types of product names used by brand strategists and marketers:

1. Descriptive Names

These names do exactly what it says on the product and describe the key features. For example, “Play Station” tells you it’s a gaming console, “Speed Dry” suggests quick-drying paint, and “Microsoft Word” is self-explanatory.

2. Invented Names

Invented names make your brand unique. These are entirely new words created just for the product. “Google” and “Xerox” are the best examples of the same. Why? Because made-up names are unburdened by pre-existing connotations.

3. Metaphorical Names

A product’s essence, sometimes, is best conveyed through a metaphor or a symbol. “Amazon” for example gives us the idea of a vast and diverse marketplace.

4. Abbreviations and Acronyms

Longer product names that are shortened can also be powerful brands. “IBM” for International Business Machines and “GE” for General Electric are perfect examples.

5. Founder’s Names

“Ford”, “McDonalds” and “Johnson and Johnson” all bear the names of their founders. Many such brands choose to name their products after their founders to honor them.

Each type of name has its unique advantages. The choice depends on several factors like, brand identity, target audience and industry. Take SurveySparrow, for instance. Doesn’t it spark curiosity in you? Don’t you feel like giving the platform a try just when you hear it’s name?

How To Name A Product

Product naming process combines creativity and strategic thinking. A product name strategy is a must. What do you think are the major points you should keep in mind while naming a product or brand? We have a few in mind-


1. Understand your Audience

Start by gaining a deep understanding of your target audience. What are their preferences, needs, and pain points? A name that resonates with your audience is more likely to succeed.

2. Set Clear Objectives

Define the goals and objectives for your product name. Are you aiming for brand recognition, emotional connection, or straightforward communication of features?

3. Brainstorm Creatively

Gather a diverse group of creative minds and engage in brainstorming sessions. Encourage a wide range of ideas, from descriptive to abstract. also, remember to research competitors.

6. Keep it Simple

Simplicity often wins. A name that’s easy to pronounce, spell, and remember will work in your favor.

7. Test for Trademarks

Before you fall in love with a name, check for trademark availability. You don’t want to run into legal issues down the road.

8. Check Domain Availability

If your product has a considerably good digital presence, make sure the domain name is available. Consistency across platforms is essential.

9. Avoid Trends

While it can be tempting to jump on the latest trend, remember that trends come and go. A timeless name often has more staying power.

10. Get Feedback

Don’t hesitate to seek feedback from potential customers or focus groups. Their input can be invaluable in fine-tuning your choice. Also, using conversational forms and smart surveys can increase response rates.

11. Test, Refine, Repeat

Don’t rush the naming process. Test the name with your target audience, gather feedback, and be open to refinements if necessary.

12. Trademark and Register

Once you’ve settled on the perfect name, secure the trademark and register it to protect your brand identity.

Common Product Naming Pitfalls and Challenges

Naming a product might seem straightforward, but it is not easy as it sounds. With all that creative overflow, it is normal to suddenly see yourself at a dead end or facing a hurdle at any stage of the process. Here are some common pitfalls you’ll have when naming a product. We’ve also tried to add some simple tips to overcome these challenges.

1. Lack of Originality

  • Pitfall: Choosing a name that lacks originality can result in confusion and make your product forgettable.
  • Avoidance Strategy: Conduct thorough research to ensure your chosen name is unique and not similar to existing brands or products. Prioritize creativity during brainstorming sessions.

2. Complex and Unpronounceable Names

  • Names that are overly complex or difficult to pronounce can deter potential customers and hinder word-of-mouth marketing.
  • Opt for names that are simple, easy to spell, and phonetically straightforward. Test pronunciation with diverse groups to ensure accessibility.

3. Ignoring Cultural Sensitivity

  • Neglecting cultural nuances can lead to insensitivity or even offense in global markets.
  • Conduct cultural sensitivity assessments, considering regional meanings, associations, and taboos. Consult with native speakers or experts to navigate cultural considerations.

4. Overlooking Trademark Issues

  • Failing to check for trademark availability can result in legal battles, rebranding costs, and reputation damage.
  • Prioritize trademark searches early in the naming process to ensure your chosen name is legally available for use. Consult with legal experts to address any concerns.

5. Limited Market Research

  • Insufficient market research may result in a name that doesn’t resonate with your target audience.
  • Invest in comprehensive market research to understand your audience’s preferences, needs, and emotions. Seek feedback from potential customers to validate your choices.

6. Neglecting the Future

  • A name that doesn’t consider future product expansions or changes can limit your brand’s growth potential.
  • Choose a name that allows for flexibility and scalability. Consider how the name can accommodate new products or market shifts.

7. Ignoring Feedback

  • Disregarding feedback from colleagues, focus groups, or customers can result in missed opportunities for improvement.
  • Be open to constructive feedback and use it to refine your naming choices. Multiple perspectives can uncover potential issues and lead to better decisions.

Read More: 10 Best Customer Feedback Tools You Should Totally Check Out in 2023!

8. Rushing the Process

  • Rushing through the naming process can lead to hasty decisions and suboptimal names.
  • Take the time needed for careful consideration and testing. Don’t rush the naming process, as a well-thought-out name is an invaluable asset.

Wrap Up!

Now that’s a wrap! Product names matter so much that it can shape the future of a brand. A name is not just a title or a mere label, it conveys a story and hints at what is to come. The art of product naming is therefore a crucial factor in building your brand’s identity. Keep in mind that a good name is like a question mark at the end of a sentence. It invites people to discover, to learn more, and to connect with your brand.

Before you leave, give SurveySparrow a try. Just as a great name can open doors, SurveySparrow can open up valuable insights into your audience, making your journey in the world of business even more rewarding!


1. How do you name a product?

  • Naming a product requires thorough market research and an understanding of your target audience.
  • Start by brainstorming creative ideas and conducting trademark checks.
  • Test potential names with focus groups for feedback.

2.What is an example of a product name?

  • A classic example is “iPhone” by Apple, combining “internet” and “phone” to signify its capabilities.

3. What are the 7 types of brand name?

  • Brand names can be descriptive, evocative, metaphorical, invented, founder’s names, acronyms, or geographic in nature.

4. How do you introduce a product name?

  • Introducing a product name involves clear communication through marketing channels.
  • Utilize social media, press releases, and visual branding to create awareness and recognition.
Kate Williams

Content Marketer at SurveySparrow

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