How to create a name for a trademark?

Think of a name for a company, product or service? It would seem, what could be easier? Take a piece of paper and wrote a dozen words, choose your favourite and - forward to work!

Of course, everyone is able to come up with a name. But not always the name to be memorable, to cause necessary emotions from the client and help in promoting your product or service.


Why is that?

Because the name is taken into account in the development of a number of serious claims, which can not do without. The requirements in the development of Names:

The name must not already existing companies and to be protected against copying. The name is checked and registered in Rospatent (FIPS), and then you become the sole owner, and no one else can use your brand.

The name should help to sell your product. It must be:

• Original – have a distinctive character, easy to read and remember.
• Laconic – be concise, not overloaded with verbal elements.
• Aesthetic – be up to date and comprehensive.
• Stable – to be suitable for long term use.

The name should have an impact on the subconscious level and trigger the desired emotions.
Ph. D. Alexandr Zhuravlev sets the phonosemantic meaning for each sound in Russian speech. He described the sound of Russian speech of 25 scales:
beautiful – repellent, joyful – sad, light – heavy, good – evil, simple – complex, rough – a gentle, courageous – feminine, strong – weak, etc.

Phonosematic scale allow us to estimate the impact of sounds on the mental state of the person. Than it is more marked is the feature - the emotional and unconscious significance of the word.

For example, "Beeline" ( popular mobile provider in Russia) has the following phonosemantic features – a safe, fun, bright, fast, moving, short .

"Lada" (car brand) – terrible, evil, rough, coarse, heavy. Now I understand why we have such a negative attitude to the domestic auto industry, as we have it inherently at a subconscious level.

The name must match the basic idea of the brand and its main advantage.

At the moment, these requirements are rarely respected, because it is necessary to involve several specialists – specialist of naming, marketer, linguist, and lawyer (patent attorney), and it is quite a costly procedure.

Z&G.Branding meets the requirements as the company has the necessary specialists.

Nowadays, studies show that the name has great importance for the formation of a holistic image of the brand to the consumer, as it is the most powerful and memorable identifier goods.