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Naming creates a new and legally protectable name for a brand, product or service in line with the brand strategy. Successful naming is crucial for the success of a brand because it helps to make the brand distinguishable and memorable and triggers desired associations. In addition to originality, legal aspects such as availability, protectability of the name and possible trademark infringements must be taken into account when developing a name. Effective naming contributes to branding, facilitates communication with the target group and promotes recognition in the market. Through targeted keyword research and creative approaches, a brand name can also improve findability in search engines.


Frank Wache
Partner, Brand Strategist

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