Attributes of a Good Brand Name

By Bill Chiaravalle, Barbara Findlay Schenck

Part of Branding For Dummies Cheat Sheet

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