Naming firm

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A naming firm is a type of marketing service that specializes in the linguistic art and science of product and company onomastics.[1][2][3]

Naming firms develop brand names and product names that are typically categorized as evocative, descriptive, invented or experiential.[4] They often suggest taglines or positioning statements, and might also consult on logo design and corporate identity.[5] Some agencies also include market research and consumer focus group testing.[6][7][8]

Most naming professionals provide trademark services as part of their process, vetting names through a global trademark screening.[9] Legal counsel is generally secured for trademark registration and application activities.[2][10]


  1. ^ Gabler, Neil (January 15, 2015). "The Weird Science of Naming New Products". New York Times. Retrieved 7 December 2016.
  2. ^ a b Dahle, Cheryl (August 31, 2000). "How to Make a Name for Yourself". Fast Company. Retrieved 10 March 2017.
  3. ^ Gellman, Lindsay (July 17, 2013). "Why Startups Are Sporting Increasingly Quirky Names". Wall Street Journal. Retrieved 10 March 2017.
  4. ^ Manning, Steve (January 1, 2018). "The Igor Naming Guide" (PDF). Igor Naming Agency. Retrieved January 11, 2018.
  5. ^ Post, Karen (June 6, 2005). "Brand Naming". Fast Company. Retrieved 7 January 2018.
  6. ^ Klein, Karen (January 5, 2004). "The Game of the Name". Bloomberg. Retrieved 10 March 2017.
  7. ^ Girard, Lisa (May 14, 2014). "10 Questions to Ask Before Naming Your Business". Entrepreneur. Retrieved 10 March 2017.
  8. ^ Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.
  9. ^ Skoultchi, Mark (April 15, 2017). Creating The Perfect Name by Catchword Branding (PDF) (Digital Download). Catchword.
  10. ^ James, Ellen (November 20, 1990). "Finding What's in a User-Friendly Name : Titles: Companies with an identity crisis can call on consultants to match business strategy with a marketable label". Los Angeles Times. Retrieved 18 March 2017.