Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service


A brand name is the number-one touchpoint a product or company will ever own. And now, thanks to the generous clarity of Rob Meyerson, there’s a book about it. Get this onto your shelf.”—Marty Neumeier, author, The Brand Gap

“This is the bible for brand namers. Brand Naming is the resource that all branding professionals need to have at their fingertips. Armed with the rigorous process, illuminating examples, and thorough list of resources in this book, you will be able to create a valuable brand name with confidence.” —Denise Lee Yohn, brand leadership expert; author, What Great Brands Do

“This book is breathtakingly complete in its coverage of naming. It’s also entertaining—full of fun naming anecdotes. A brand name can dramatically affect the success of a new brand and can enable or constrain future strategies. You need to read this book to get your brand name right.” —David Aaker, Vice Chairman, Prophet; author, Aaker on Branding

You don’t have a brand—whether it’s for a company or a product—until you have a name.

The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles.

Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn:

  • What makes a good (and bad) name
  • The step-by-step process professional namers use
  • How to generate hundreds of name ideas
  • The secrets of whittling the list down to a finalist

The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths.

Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

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About the Author(s)

Rob Meyerson

Rob Meyerson is a brand strategist and namer whose past clients range from startups to the Fortune 500. He has done naming work at global branding firms and smaller agencies, as head of naming …

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Pub Date

December 14, 2021





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