7 Most Common Types of Branding company Name
Are you thinking about naming or renaming your company? Understanding what types of branding company name are available simplifies the process. And anything that makes the often-difficult task of coming up with the perfect name for your brand a little easier will be appreciated. In what follows, we’ll look at each type of branding company name, as well as answer some general questions about naming.
What exactly is a brand name?
A brand name identifies a particular company, product, or service and distinguishes it from other brands in the same category.
To protect their equity, brand names are typically registered with the United States Patent and Trademark Office, and they are frequently accompanied by a logo.
Types of Branding company Names
The first step in any brand naming or renaming project is to understand the different types of names that are available.
If you offer a variety of products or services, the type of brand name you select for each offering will help define your brand architecture.
There are seven different types of branding company names. Let’s look at the advantages and disadvantages of each type, as well as some brand name examples for each.
1.Descriptive Branding company name
Descriptive names are those that easily convey a company’s product or service. As a result, they are often unremarkable.
Descriptive names, while functional and utilitarian, leave little room for creativity or interpretation. They frequently rely on a clever tagline to do the work of telling a story or conveying personality.
Examples of descriptive brand names include:
E*Trade at Toys R Us, GM (General Motors), Hotels.com
The Bank of America
The advantage of descriptive names is that they communicate your company’s core competency clearly. The risk is that they will stifle your brand’s growth and diversification.
Descriptive names are notoriously difficult to trademark because they rely on common words or phrases by definition.
2. Evocative Branding Company Name
Evocative names are at the opposite end of the creative spectrum from descriptive names. Evocative names employ suggestion and metaphor to conjure up images of a brand’s experience and/or positioning.
Evocative names are often creative and one-of-a-kind, and they can serve as the foundation for a strong brand voice. Because they leave some room for interpretation, evocative names allow you to tell a compelling brand story, resulting in a brand that is larger than the products or services you provide.
Examples of evocative brand names include:
Nike, Patagonia, Amazon, Virgin, Monocle, Apple, Greyhound
Because of their uniqueness, evocative names are generally easier to trademark than descriptive names. However, getting corporate buy-in on an abstract name that requires unpacking can be difficult at times.
That is why it is critical to establish expectations at the start of a naming project. More information can be found in the conclusion.
3. Invented Branding company Name
The best thing about branding company names is that you can always make one up if you can’t find the perfect word. Invented names are etymological concoctions that are unmistakable.
Invented names provide the most creative freedom for a brand, but that doesn’t mean they’re easy to come up with. Many invented names are created by combining Latin, Greek, or other foreign root words and modifying them to best represent the brand’s personality.
Examples of invented brand names include:
Exxon, Kodak , Xerox, Verizon, Adidas, Google, Pixar
Another approach to invented names that has been used successfully by brands such as Flickr and Tumblr is to intentionally misspell a word in order to capitalise on its original meaning while avoiding trademark concerns.
Over the years, each of the aforementioned brands has managed to build massive brand equity with their invented names. The problem with invented names is that they frequently have no inherent meaning when they are first created. While invented names are simple to trademark, creating a meaningful brand story around them can take a significant amount of time and money.
4. Lexicol Branding Company Name
Lexical names rely on wordplay to make them memorable. This popular naming style includes puns, phrases, compound words, alliteration, onomatopoeia, intentional misspellings, and foreign words.
Lexical names are frequently clever—sometimes overly so—and gain their impact by combining words for linguistic effect.
Examples of lexical brand names include:
Dunkin’ Donuts, Krazy Glue , Sizzler Steakhouse, Krispy Kreme
The danger with these names is that they can come across as a little cutesy. When a company’s name sounds like the title of a children’s book, corporate branding may suffer.
Modern audiences, too, have been exposed to decades of clever wordplay and are less easily impressed than they once were.
5. Acronymic Branding company Names
Since the dawn of time, when branding first crawled out of the primordial soup, acronyms have been used for names. However, just because a name has a long history does not mean it is effective. While acronyms are functional and utilitarian, they are devoid of meaning and emotion.
Examples of acronymic brand names include:
IBM, BP, UPS, BMW, MTV, GEICO, HP
IBM, AARP, BP, and UPS have all thrived despite the fact that their names are nothing more than a random string of uppercase letters.
They’ve used branding and positioning to create memorable brand experiences. KFC’s decision to use an acronym allowed the company to distance itself from the consumer backlash against trans fats.
6.Geographical Branding company Name
New York Life, Nantucket Nectars, Arizona Tile—some brands are inextricably linked to the places where they were born. Geographical names imbue a brand with all of its namesake’s cultural and historical associations, for better or worse. Most geographical names are associated with companies that once catered to a geographically limited audience but have since made it big.
Examples of geographical brand names include:
Nantucket Nectars by New York Life, American Airlines (AAL)
Arizona Ceramic Tile, Capital pizza kitchen
Fried chicken from Kentucky, Florida’s Natural Environment
Obviously, naming or renaming your brand after its home region has limitations. One of the most common signs that it’s time to rebrand is outgrowing the region where you started.
In your industry, a geographical name has almost certainly already been taken. If you put a city or state name in front of a product or service, you’ll almost certainly find an existing entity. California Tan? Exists already. What is Portland Automotive? Done and dusted.
7. Brand Names of the Founders
There will always be brands named after the people who founded them, whether for reasons of heritage or hubris. This tradition can be traced all the way back to the first brands. Few brands were named after their founders during the era when Fords ploughed every street and Kellogg’s sat atop every breakfast table.
Founder-based names are less common these days, but brands like Ben & Jerry’s, Martha Stewart, and Ralph Lauren have made them work.
Examples of founder brand names include:
Kellogg’s, Ford, Martha Stewart, Ben & Jerry’s
Ralph Lauren’s, Mrs. Fields, Calvin Klein
Apart from satisfying the egos of their founders, founder names are extremely easy to trademark. They can be distinctive if properly positioned, but they will require some marketing efforts to build equity (unless, of course, the founder is already famous).
Without context, it is difficult, if not impossible, to imagine the full potential of any name. After all, names do not exist in a vacuum. To fully come to life, they require a comprehensive brand experience.
Vingsfire can build a world-class brand around (almost) any name you choose by combining a strong verbal and visual identity with a memorable brand experience.