The name is one of the most important elements of a company's identification system, which not only allows it to stand out from other similar entities, but also co-creates the brand image. A good name, supported by appropriate marketing activities, can guarantee a company's success.
The name is often said to be the shortest advertising slogan. That is why it should be understandable, unambiguous and easy to pronounce. In addition, it should contain basic content and relate to the nature of the company and the industry in which it operates. The primary task of the name is to distinguish the company from its competitors. However, it is worth remembering that originality should not be sought at any cost. In choosing a name, it is best to be guided by principles that derive from previous social and cultural experience and perception. It is very important that the company name does not raise legal objections. It must therefore not be an imitation of existing names, especially if it refers to the same industry or product group. The name should evoke positive associations and convey certain emotions or values. Short names are usually better received, although much depends on the market in which the company operates. Of course, there are exceptions to this rule. For example, consulting firms usually have longer names.
The process of creating a name can be divided into two stages. The first involves carrying out detailed analyses on the nature of the company and the desired market position. At this stage, it is necessary to determine: who will be the recipients of the name, which target groups it is aimed at and above all what associations it is supposed to evoke in the recipient. Stage two begins with the creation of the name concept and alternative proposals. At this point, their spelling and sound should be analysed and graphic texts should be made. It is a good idea to start working on the company symbol in parallel with these activities. Once a few or sometimes a dozen names have been selected, legal verification takes place. After further selection, marketing research is carried out to assess the perception of the name. The final step is the selection of the best proposal and its patent protection.
Source: B. Rozwadowska, Public Relations. Teoria, praktyka, perspektywy, Studio Emka Publishing House, Warsaw 2011
Author: Asia
