The process of naming (name development) a company, a brand, a product or a service is primarily a creative process and therefore it is long and complicated, and requires a lot of attention.
This process is also accompanied by checking and testing on consumers, that allows to achieve uniqueness and increase the chances for success.
Several criteria that should be met when naming:
- Uniqueness (+ check for the presence of TM);
- Advertising appeal (originality, brevity, aesthetics ...);
- Positioning and matching the idea;