Brand Name

The brand name is the linguistic designation of a brand and a central component of every brand. The best brand names are memorable, meaningful and differentiating. They create recognition, trigger desired associations and set a brand apart from its competitors. Choosing a brand name requires strategic considerations, a targeted and moderated naming process as well as creative techniques and advice on trademark law. In contrast to brand design systems, which can be adapted again and again over time, a name change involves considerable effort and costs. A brand name must therefore be developed with great care, foresight and professionalism right from the start. In more than a dozen name developments for B2B and B2C brands, JUNO has defined a tried and tested naming process.