How to chose a brand name
At the launch of their new venture, entrepreneurs often struggle in choosing the name of the new brand or product, trying to find the right alternative under these parameters: fascinating, simple, effective for the marketing strategy. However, there are additional factors to take into account, and we suggest to deep the analysis, enlarging the picture to include the following rules:
- SPOKEN NAME: the name must be not only simple to write or read, but to pronounce: be aware foreign customers might have difficulty in pronouncing the name, or they do with a total different assonance. And if it is impossible to include in the analysis of all populations and languages in the world, it is sufficient to include in the panel the English-native speakers.
- CULTURAL CHECK: the investigation must include the verification that the name does not collide with a different (and bad) meaning in another language, at least in all the most diffused idioms.
- DOMAIN AVAILABILITY: has the brand name a .com web domain available? Even if the today's world there is an explosion of different domain extensions, the .com still matters the most. The ideal situation is that the domain is available at the simple brand name, and, whenever not possible, it is possible to register at least a name made by the brand with an easy and intuitive extension.
- TRADE-MARKABLE: the entrepreneur must check if the brand (and its logo) can be protected and if there is no other brand/logo registered in the international registers under the same class of goods of the company. If this is the case, the business might be exposed to legal claims by the player who carried the registration and subsequently might impose the stop of the commercial use of the chosen brand.