{"appState":{"pageLoadApiCallsStatus":true},"articleState":{"article":{"headers":{"creationTime":"2016-03-26T08:20:07+00:00","modifiedTime":"2017-01-17T18:05:26+00:00","timestamp":"2022-09-14T18:16:58+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Attributes of a Good Brand Name","strippedTitle":"attributes of a good brand name","slug":"attributes-of-a-good-brand-name","canonicalUrl":"","seo":{"metaDescription":"Naming your brand is by far the most challenging, momentous, and necessary phase in the process of branding. 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The following list presents qualities of a strong brand name.</p>\r\n<ul class=\"level-one\">\r\n <li><p class=\"first-para\">Reflects the character of the brand</p>\r\n </li>\r\n <li><p class=\"first-para\">Describes the brand’s offering</p>\r\n </li>\r\n <li><p class=\"first-para\">Creates an association with the brand’s promise</p>\r\n </li>\r\n <li><p class=\"first-para\">Is easy and pleasant to say</p>\r\n </li>\r\n <li><p class=\"first-para\">Is unique and memorable</p>\r\n </li>\r\n <li><p class=\"first-para\">Can be claimed and protected legally, as a domain name, and as a social-media username</p>\r\n </li>\r\n</ul>","description":"<p>Naming your brand is by far the most challenging, momentous, and necessary phase in the process of branding. However, coming up with a good brand name can be tricky. 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Attributes of a Good Brand Name

By: Bill Chiaravalle and Barbara Findlay Schenck and

Updated: 01-17-2017

From The Book: Branding For Dummies

Branding For Dummies

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Naming your brand is by far the most challenging, momentous, and necessary phase in the process of branding. However, coming up with a good brand name can be tricky. The following list presents qualities of a strong brand name.

Reflects the character of the brand
Describes the brand’s offering
Creates an association with the brand’s promise
Is easy and pleasant to say
Is unique and memorable
Can be claimed and protected legally, as a domain name, and as a social-media username

About This Article

This article is from the book:

Branding For Dummies ,

About the book authors:

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

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