Brand Names: Shaping Initial Perceptions

Brand names

Ever wondered why some brand names stick in your mind while others fade away? How can names create such a strong impression and shape perceptions even before a product is experienced? In today's noisy marketplace, the power of brand names cannot be overlooked.

This article will discuss how the name of a product influences consumer perception, various types of brands, and the art of naming brands to ascertain why sometimes getting the right name makes all the difference.

Read more: 5 Reasons Why Brands Matter to Consumers

The Power of a Brand Name

A brand name is not just a label but rather a device that conveys an intrinsic concept of either the product or the company selling it. Very often, it affects consumer behavior and provides value during the purchase decision, thoroughly differentiating a product from its rivals. 

That is, a well-chosen brand name will connote quality, trustworthiness, and even innovation, while a poorly chosen one might connote confusion or disinterest. Consider the types of brand names in some of the world's most successful brands. These names don’t just identify; they convey a world of meaning and evoke feelings and associations. 

You May Also Like: How to Increase Your Brand Awareness via Social Media

Types of Brands

This is why studying different types of brands and naming conventions is crucial for understanding the role of brand names:

Descriptive Brands

These names describe the product or service clearly. Some names are straightforward, self-explanatory, and leave little to the imagination.

Evocative Brands

Evocative brand names can evoke some imagery or emotion that is relevant to the meaning of the brand. Most successful business names are abstract; however, forging strong emotional links with them is often easier.

Invented Brands

These are unique, invented names that are distinctive and memorable. With the invented name category, quite often, the brand name has no meaning before its adoption. This means there are no preconceived ideas associated with the name, so the brand can define itself.

Acronymic Brands

Acronymic brand names include those initials or abbreviations by which the name of the brand will be called. In most successful brands, names may come in handy for a long company name and can turn out to be memorable over time.

Geographical Brands

These brand names are derived from a location; thereby, authenticity and a sense of place are given to the brand. The geographical name may connote origin, tradition, and quality.

Founder Brands

These brands are named after the company's founder. Founder names can give personal attention and a feeling of heritage to the brand.

The Art of Name Branding

Name branding refers to the strategic procedure of making a brand name that communicates the values, mission, and market position of a company. It has some major steps to be followed, which are as follows:

Research and Understanding

Naming a brand must be preceded by extensive homework. Know your target audience, know your competition, know your central values and USPs. The naming process is driven by base knowledge.

Brainstorming and Creativity

Name branding is related to creativity. Brainstorming sessions must focus on different themes, word combinations, and linguistic styles. A diverse team brings varied perspectives and can add to the quality of creativity.

Screening and Evaluation

Not all names are going to be cut. Screening and evaluation of the generated names should fit into the criteria of memorability, relevance, simplicity, and distinctiveness. Another prime consideration for a company name would be its legal availability and domain name availability.

Test and Get Feedback

Testing a shortlist of names with a sample audience will provide insight. Feedback will fine-tune choices through pronunciation, recall, and emotional response.

Final Selection and Registration

After zeroing in on the best name, a legal registration is necessary to safeguard the brand's identity. Getting the domain name and trademark for the brand name are critical steps to prevent misuse and to retain exclusive rights.

Names That Shape Perception

A brand name's ability to shape first impressions lies in its capacity to convey meaning efficiently. Here are several ways in which a brand name influences consumer perceptions:

First Impressions

The brand name is likely the most visible part of a brand to consumers.

Emotional Connection

Brands with evocative names can make an emotional appeal to consumers. 

Brand Promise

Through a well-thought-out brand name, one can deliver the brand promise and immediately give consumers an idea of what to expect. 


It is an unforgettable brand name that helps the product stand out in a jam-packed market, cruising past all its competitors. 

Perceived Quality

The choice of words, sounds, and even the length of a brand name would influence perceptions of quality. 

Cultural Resonance

A culturally relevant brand name can help the cause in its favor. 

The Name Branding Process

Step Description Purpose
Research and Understanding Conduct thorough research on the target audience, competitive landscape, and brand values To build a solid foundation and guide the naming process
Brainstorming and Creativity Generate a wide range of ideas through creative brainstorming sessions To explore different themes, word combinations, and styles, involving diverse perspectives
Screening and Evaluation Evaluate and screen names based on memorability, relevance, simplicity, and distinctiveness To shortlist the best names, ensuring they meet key criteria and are legally available
Testing and Feedback Test the shortlisted names with a sample of the target audience To gather insights on pronunciation, recall, and emotional response, refining the final choices
Final Selection and Registration Choose the best name and legally register it, securing domain and trademark rights To ensure exclusive rights to the name, protect the brand’s identity, and prevent misuse


In a nutshell, a brand name is important in setting the first impression. A thoughtfully chosen brand name is an extraordinarily effective tool in the company's branding arsenal to influence consumer behavior, make emotional connections with them, and differentiate from others in the crowded market. 

Armed with an insight into the manifold types of brands and mastering the fine art of name branding, a business will not only come up with names that ring a bell in their target audience's minds but convey values, leaving a lasting impression. An engaging brand name is mostly a stepping stone into dynamic branding, toward a successful and long-lasting brand.


Why are brand names important?

Brand names are crucial because they serve as the first point of contact between a product and a potential customer, influencing perceptions, emotions, and purchasing decisions.

What are descriptive brand names?

Descriptive brand names clearly describe the product or service, such as General Motors and American Airlines, making it easy for consumers to understand what the brand offers.

What are invented brand names?

Invented brand names are unique, made-up names with no pre-existing meaning allowing the brand to define itself without preconceived notions.


Similar Articles


Welcome to your dedicated guide on the ever-evolving world of plumbing – a behind-the-scenes hero of our modern homes that we often overlook until the moment it malfunctions. Do you ever wonder where the water flowing from your faucet comes from or how your waste finds its way out of sight?

parking space

A well-maintained parking lot is necessary for any commercial property. Professional striping stands for parking lots stand out as one of the most crucial elements that contribute to an efficient and organized parking area

Third party logistics

Discover why modern businesses rely on advanced logistics technology and 3PL software to streamline operations, enhance efficiency, and stay competitive.

Business meeting

If you want to turn your growth potential into real success as an entrepreneur or business owner, you need to master scaling strategies. Scaling a business requires more than just increasing output; it demands strategic planning and execution. 


Discover 5 compelling reasons to hire printing services in 2024, from cost efficiency to high-quality results that elevate your business.

How To Write a Winning RFP Response

Learn how to craft a compelling RFP response that stands out, wins contracts, and meets client needs with our step-by-step guide.

hotel kitchen

Picture a world-class hotel where every dish is perfected with exquisite precision, flavor, and consistency. A place where guests are dazzled by an unforgettable dining experience that leaves them craving more. 

Food manufacturing business

Are you looking to set up a food manufacturing business? Here are some useful steps to follow to get success.

Industrial solar companies

Learn how industrial solar companies improve growth with five proven strategies. Maximize efficiency, sustainability, and profits today!