Branding For Dummies, 2nd Edition
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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

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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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