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.


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Stanislas Leclefstraat 18
BE-2600 Berchem
T +32 3 218 10 30

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