Rules for Choosing a Good Company Name:

A good name (brand, trademark, or model):

• Sounds melodic
• Is concise
• Is exceptional
• Is easy to spell
• Is easy to remember
• Sounds appealing to speakers of different languages
• Is related to the business field

Where to Find Inspiration:

A good name for your company can be found in:

• Names – e.g., Heinz, Ford, Boeing, Ferrari, Hermes, Prada. Such names subconsciously instill confidence in consumers since a company named after its founder inspires trust and excellent quality.
• Flora and Fauna – e.g., White Horse, Rabbit, Apple, Puma, Mustang, Camel, Dragon. The world of plants and animals is a great source of lovely and exotic names.
• Associations – e.g., Digital, Pixel, Sharp, Pepsi. Keywords that suggest critical aspects of your company’s activity work great as a company name since they are more memorable.
• Places and Events – e.g., Nokia, Adobe, Cadillac. Naming your firm after a city, a river or a famous resident of a place can make your brand unique.
• Abbreviations – e.g., IKEA, Sega, AMC. Sometimes long company names can be shortened to create a simple yet beautiful name.
• Words from Other Words – e.g., Coca-Cola, Facebook, Volkswagen. Combining two simple words can result in a unique and memorable name.
• Repetitions of Similar Words – e.g., Chupa Chups, Rolls-Royce, Kit Kat, PayPal. Combining words with similar sounds can help people remember your brand faster.

Examples of Poor Naming:

• Inappropriate Title – A construction company named “Rick and Morty” is likely to raise concerns and hurt the brand’s reputation.

Exception: Sometimes, an inappropriate company name can remain memorable precisely because it causes perceptual dissonance.

• Negative Associations – Ensure your name doesn’t have negative connotations in other languages or cultures. For instance, “Nova” from Chevrolet Nova translates to “does not go” in Spanish, “WISPA” chocolate means “pox” in Ukrainian, and a sushi restaurant called “Fuk Mi” can be a turn-off in Japan.

Choosing a name for your company can be challenging yet fascinating. Focus on your goals and emotions, and you will eventually find a beautiful and memorable name that perfectly suits your brand.

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