Like company names, names for products and services may express a benefit to customers or a personality trait. More than with companies, however, product and service names must be strongly competitive.
Use market research to focus on qualities that motivate sales or counteract buyer resistance, as evident in names such as Ziploc, FunSaver, Energizer and Nice 'n Easy.
Also, know the competition thoroughly so your name communicates an advantage others do not, or expresses the same advantage even more compellingly. Decide on a word or phrase that identifies your product or service, such as "health snack" or "payroll service," and make sure the names you generate sound right with these identifiers.
Sometimes a name is successful because it's paired with an effective visual image. For example, Berkeley Learning Technologies shows its name with a bacon-lettuce-tomato sandwich, while Turtlewax explains the logic of its name with the image of a hard-shelled turtle.
Typeface also makes a difference, setting a tone that can carry as much meaning as the words themselves. Script, for example, is often used to convey elegance, reinforcing that aspect of the name or giving a not-particularly-elegant name a new dimension.
With at least two other people, go through all the names generated and narrow them down to 10-15 candidates. It's helpful to write the names on index cards and keep the cards displayed over the course of several days so you can live with the names and get to know them.
When judging names, be sure to say them aloud. Could receptionists happily answer the phone all day with that company name? Is a product or service name one you'd feel comfortable asking for in stores or by phone? If you're contemplating a cute name, is it an in-joke or will it grow stale over time? And will a company name remain appropriate if you expand?
After you finalize your shortlist of names, test them out on at least 30 strangers -- ideally in focus groups convened by an ad agency or marketing firm. Ask these people not only their order of preference but also what each name connotes, and give more weight to the opinions of potential customers.
Finally, after assembling all this information, decide on a list of six or more top choices, and put them through a trademark search to determine if they're already trademarked or available for use.
Conclusion
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