Brand name creation

The creation of a brand name is often the first step in the process of creating a brand. It’s the core of the verbal identity that can be created in different corporate contexts. 

Brand name types

There is a differentiation between:

• corporate name
• business unit name
• product name or name for a product family / product line

Brand name criteria

The criteria that we adopt for name creation:

• unique
• distinguishing
• good sounding in different languages
• short
• registrable (brand and domain name).

Brand name strategy

There are different options in creating a new brand name:

• descriptive (describing the core business or what the company does)
• associative (evokes certain associations)
• imported from another language
• abbreviation
• place or person
• created (no link whatsoever with the business).

Additional to the name creation, Lemento also creates baselines or slogans.