Development of Product Names

The newest baby of your company needs a name

Are you looking for a product name? Whether it’s your first product or a stand-alone offering, the task is straightforward and name development can begin right away. If you already have several products or an entire portfolio to (re)name, it gets more complex. Even if legacy names have grown historically without strategy, with the right considerations and method you can arrive at a coherent naming concept.

The product names Acunis and Ambelis by Eschenbach Optik for migraine lenses and all-round eye protection are part of a naming system all starting with an "A".

What matters in product naming

More than with company or brand names, the specific benefit or function is often at the centre of a product name. The challenge in product naming is not slipping into pure description and simply choosing a name that describes the product as precisely as possible. Why?

With purely descriptive names, it is difficult to achieve distinctiveness. Competitors often use similar names, and further similar product names can be expected in the future. This makes it harder to differentiate and to anchor your product clearly in the minds of customers.

If the product name is also intended to be legally protected, descriptive names are a disadvantage. Registrable brand names must be distinctive and not merely descriptive (“apple juice”, “data management software”) or promotional (super…).

Start product naming early for a product launch: A new product name is often underestimated and cannot be found within a week. In the worst case, a “temporary solution” is chosen as a name that later has to be changed again.

Soll the product name also be legally protected, a descriptive name puts you at a disadvantage. Brand names must be distinctive, meaning they must not merely describe (“apple juice”, “data management software”) or promote (super…) in order to be entered into the trademark register.

Developing product name ideas in a team session with creative techniques like "Wonder Words".

What needs to be considered when developing new product names?

  • How can the benefit be suggested without stating it directly?
  • Which names are already used by competitors?
  • How should the product name relate to the overarching name (e.g. the company name)?
  • How can a product name be found that fits within an existing product portfolio?
  • Is trademark protection planned – now or in the future?
  • Will there be different versions, variants or future successors that require a consistent naming logic?

In addition, there are general requirements that apply to strong names, such as readability and pronunciation. In some cases, there are also technical constraints, for example printing limitations on packaging, labels or the product itself.

What does not exist, however, is a single valid formula for what a product name must be. We explore this in depth in our naming book.

The product name Xelento by beyerdynamic creatively suggests that these are “excellent” headphones.

So your product receives the strong name it deserves

The product launch is already being planned, but the right product name is still not in sight? Then Namestorm is the right agency for your product naming. With the Namestorm® method, we develop ideas in a wide range of styles through to your final product name.

Would you like to talk about the name for your product launch?
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