Branding Resources

Brand Names are the names that describe and stand for a brand. Of course, you all know that a brand is a promise. Or more specifically, a brand is a promise of an experience.

Your goods or services will become known as brand name goods when customers have enjoyed the experience and the marketplace anoints you with recognition.

Engineers make devices. Marketeers make products. But brands are made in the mind of the consumer. The brand name is simply the shorthand used to describe this perception. Once earned it is very valuable, and you don’t want anyone watering it down with other naming confusion, so make sure your brand names, and would-be brand names, are all registered trademarks.

Brand names can be bought and sold, and in fact, a company’s brand equity is often worth a lot of money. During their financial reorganization, Ford did not take any government money. But they did loan a few billion against their Blue Oval logo!


Get your copy of Brighter Branding: Best Practices for the Smaller Business at www.FodenPress.comWant to run your own naming project? Learn the professional methodology by reading your own copy of Brighter Names: Pragmatic Naming fror the Smaller Business at Foden Press.

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Disclaimer: Brighter Naming is not licensed to provide legal advice. The information here is provided as an overview service only.

Naming Articles

New brand insider articles from an experienced marketing team. Learn all the basics of naming, branding and trademark registration from these free reports:

Mar 2019:The Power and Value of a Trademark

Jan 2019:4 common branding mistakes

Oct 2018: You named it What?

July 2018: Sample processes from leading consultants

June 2018: 10 steps to develop a process

August 2016: How to select a naming agency.

July 2016: How to get International Trademark protection.

March 2016: You received a cease and desist letter. Now what?

May 2015: How can one product line have many trademarks?

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See his industry naming commentary (where he takes a critical look at names) via the blog on this site