Naming firms develop brand names and product names that are typically categorized as evocative, descriptive, invented or experiential. They often suggest taglines or positioning statements, and might also consult on logo design and corporate identity. Some agencies also include market research and consumer focus group testing.
Most naming professionals provide trademark services as part of their process, vetting names through a global trademark screening. Legal counsel is generally secured for trademark registration and application activities.
Notable naming companies
- Addison Whitney
- Brand Institute
- Catchword Branding
- Interbrand (Omnicom)
- Landor (WPP)
- Lexicon Branding
- Siegel+Gale (Omnicom)
- Gabler, Neil (January 15, 2015). "The Weird Science of Naming New Products". New York Times. Retrieved 7 December 2016.
- Dahle, Cheryl (August 31, 2000). "How to Make a Name for Yourself". Fast Company. Retrieved 10 March 2017.
- Gellman, Lindsay (July 17, 2013). "Why Startups Are Sporting Increasingly Quirky Names". Wall Street Journal. Retrieved 10 March 2017.
- Manning, Steve (January 1, 2018). "The Igor Naming Guide" (PDF). Igor Naming Agency. Retrieved January 11, 2018.
- Post, Karen (June 6, 2005). "Brand Naming". Fast Company. Retrieved 7 January 2018.
- Klein, Karen (January 5, 2004). "The Game of the Name". Bloomberg. Retrieved 10 March 2017.
- Girard, Lisa (May 14, 2014). "10 Questions to Ask Before Naming Your Business". Entrepreneur. Retrieved 10 March 2017.
- Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.
- Skoultchi, Mark (April 15, 2017). Creating The Perfect Name by Catchword Branding (PDF) (Digital Download). Catchword.
- 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.
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