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Advertising and media
Types of brand names
| Name type | Strengths | Risks | Often suits |
|---|---|---|---|
| Descriptive | Says what you do; little explanation needed | Hard to register and to stand out; can limit growth | Local services and B2B niches |
| Invented | Unique; easier to register and to find a domain | Means nothing at first; needs investment to build meaning | Companies planning several markets or categories |
| Evocative | Suggests a feeling or benefit; memorable | Real words are often taken; meaning may shift across languages | Consumer brands with a clear emotional message |
| Founder or place | Personal and credible; carries a real story | Tied to one person or place; harder to sell or expand | Craft, family and premium businesses |
| Acronym | Short; can replace a long official company name | Easy to forget and confuse; letters sound different across languages | Brands already well known by their full name |
| Name type | Strengths | Risks | Often suits |
|---|---|---|---|
| Descriptive | Says what you do; little explanation needed | Hard to register and to stand out; can limit growth | Local services and B2B niches |
| Invented | Unique; easier to register and to find a domain | Means nothing at first; needs investment to build meaning | Companies planning several markets or categories |
| Evocative | Suggests a feeling or benefit; memorable | Real words are often taken; meaning may shift across languages | Consumer brands with a clear emotional message |
| Founder or place | Personal and credible; carries a real story | Tied to one person or place; harder to sell or expand | Craft, family and premium businesses |
| Acronym | Short; can replace a long official company name | Easy to forget and confuse; letters sound different across languages | Brands already well known by their full name |