“What’s in a name?” A discourse on brand naming

In a world where thousands of new products launch daily, and digital brands compete for the same shrinking attention span, choosing a name is no longer a trivial marketing task. It is a strategic imperative. Naming determines whether consumers notice, trust, recall, and even recommend a product. And in global markets, where trademarks are limited, domains are scarce, and cultural sensitivities matter, naming is more complex than ever.

That is why this chapter on brand naming is deeply relevant today. It transforms naming from a guessing game into a structured, research-based discipline that managers and entrepreneurs can actually use.

Brand naming, explained without the jargon

The chapter makes a simple but powerful point: a brand name is not just a label. It signals meaning, triggers associations, and shapes perception, often non-consciously. Research shows that effective names improve awareness, make product qualities more believable, and strengthen brand equity.

In everyday terms, a strong name does three things:

This is especially important in digital marketplaces, where browsing replaces deliberation. When evaluation time shrinks, the name must work harder and faster to convey meaning.

A fresh lens: the surprising science behind names

One of the most compelling insights in the chapter is the role sound symbolism plays. The idea seems intuitive once you hear it: the way a word sounds affects how we perceive its meaning. For example:

These associations happen without conscious thought. This means even made-up names can convey size, speed, gender associations, or luxury through sound alone. The chapter explains how phonetics influences perceptions of product attributes, brand personality, and even purchase intention, challenging the assumption that meaning must be explicit to be effective.

The chapter highlights: A comprehensive brand-naming framework

While previous research explored individual naming elements such as syllables, semantics, or sound symbolism, this chapter stands out because it presents a holistic, practical framework.

The framework classifies brand names into two major buckets:

1. Word-based names

These are names constructed from recognisable language elements. They include:

2. Non-word names

These include:

Why this framework matters today

Its value lies in three things:

Most importantly, the framework aligns naming choices with positioning. For example:

In short, the framework bridges academic theory and practical application, something naming literature lacked before.

Real-world implications

For business
This framework guides decision-making by:

The chapter also highlights famous naming missteps, such as backlash or failed launches, showing how costly poor naming can be.

For global markets
The chapter’s insights on translation, transliteration, and foreign branding show that names influence:

This matters for brands expanding internationally or managing cross-cultural portfolios.

For digital policy and law
Domain scarcity and cybersquatting illustrate the need for:

The chapter’s discussion helps policymakers understand why naming challenges are no longer only marketing issues.

What this means for the future

The chapter argues convincingly that naming is still evolving. With AI-generated words, new top-level domains, and expanding global markets, naming challenges will multiply. Future research directions include:

Brands that innovate, test, and apply research-based frameworks will have a competitive advantage.

Final takeaways

Ultimately, the chapter underscores a truth businesses can no longer ignore: a name is not just what a brand is called. It is how a brand is understood.

And in today’s saturated marketplace, understanding may be the most valuable currency of all.