Attributes of a Good Brand Name

Branding is about name recognition, so despite Shakespeare’s contention that a rose could be called mud without harming its smell, your brand name should be an integral and positive part of your brand. Your brand name should do all of the following:

• Reflect the character of the brand

• Describe the brand’s offering

• Create an association with the brand’s promise

• Be easy and pleasant to say

• Be unique and memorable