Top-10 Naming Blunders For a Company, Product or Brand

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Brand Identity > Forum > Top-10 Naming Blunders For a Company, Product or Brand

Top-10 Naming Blunders For a Company, Product or Brand
Sujeet James Sarwan, Training Head, India, Member
Here's a list of errors you should avoid when choosing a name for your brand, product or company: 1. Using your family name. Unless your name is unique and memorable, it contains minimal promotional value, and and transfer of the name upon the sale of the business is often problematic. And in my case, how many customers have met someone named Smith that they didn't like? 2. Mimicking another company's brand. Imitation may be the sincerest form of flattery, but why flatter your competitor? Worse, there's liability for infringing upon another's Commercial identifier. 3. Describing your product or service. This is the most frequent and serious mistake. A descriptive name is a ticket to the courthouse and to endless, expensive, and time-consuming litigation because it's bound to be imitated eventually by your competitors. The courts have determined that you can't monopolize any part of the language. You can either create a new word out of nothing, such as KODAK, or give a totally new m (...) Read more? Sign up for free

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Top-10 Naming Blunders For a Company, Product or Brand
Brand Identity Strategy
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