Naming brands: The name game

This article discusses the importance of brand names in communicating the brand identity, arguing that names can be inappropriate and detract from potential success.

Naming brands: The name game

Nikolas ContisSiegel+Gale

There are three main options when picking a brand name – descriptive, suggestive or fanciful – but it should always set the right expectations for the consumer, says Nikolas Contis of Siegel+Gale...