Strong names

What makes a strong brand name?

A strong brand name supports the marketing objectives of the brand and does not hinder the optimal exploitation of all of the possibilities of the brand.

A strong brand name:

1. Meets all of the essential conditions for communication in that it is

• attractive
• distinctive
• credible
• easy to remember
• easy for the target group to pronounce

2. Is well thought-out from a strategic point of view. In other words, the name does not limit the future development of the concept or the proposition in any way.

3. Does not present any linguistic or cultural problems in different markets.

4. Can be legally registered and protected as a trademark.

5. Is, if necessary, still available as an internet domain name (URL).

All of these conditions make naming a complex discipline. Thousands of brand names are registered every day and all compete for attention of the different target groups. Progressive globalisation has led to a growing demand for international brand names and is simply adding to the complexity. A specialist naming agency such as Zigila is able to eliminate the strategic, communicative, linguistic, legal and financial risks involved in coming up with a new name.