What is a brand name?
A name given by the maker to a product or range of products, especially a trademark.
Why is are brand names important?
The brand name is the first point of contact with the brand and is an essential component of the brand identity. A memorable, differentiated name contributes to the success of branding.
How do I find the right name?
The brand name should be based on the brand identity and evoke associations with the business model. The name should be short, memorable and internationally applicable.
How can I check for myself whether a trademark is protected?
The first step is an identity search at the relevant trademark directories. Identical brand names can exist simultaneously if the brand classes are different. Similar brand names are harder to find, but none the less are relevant for protect your brand. It is highly recommended to consult a trademark lawyer before applying for a trademark.
Can you protect any name?
Word marks can consist of all letters of the Latin alphabet, numbers and special characters. Descriptive words of common usage (e.g. bread for a bread manufacturer), flags and coats of arms as well as terms contrary to public order or morality cannot be protected.
When should you register a trademark?
The brand name should always be checked before the brand design and the launch of the website in order to avoid that efforts have been made in vain if opposition is raised by other trademark owners.
How much does it cost to protect a trademark?
That depends on how many countries and for how many trademark classes the word mark is to be protected. Germany: from 300.00 €, Union trademark: from 650.00 €, USA from $750.00.
Do not try to address everyone with the name
The positioning of the brand in the market in a certain area is also reflected in the naming. Trying to find a name that appeals to everyone will result in a name that appeals to no one. Rather, focus on the most important target groups.
Do not make brand names descriptive
If the brand is successful, it is often the first step to expand the product range. With a descriptive name, this is made virtually impossible. In addition, a word that is increasingly used in everyday speech is less memorable as the name of a brand.
Do not choose the name too democratically
For many tasks, working with focus groups can be very productive. When creating branding or naming, they tend to be counterproductive. The name should be chosen because it arouses the right associations, differentiates and can be remembered. Not because it is liked by everyone.
Do not limit brand names to .DE or .COM domains
The number of domain extensions is now over 200, some of which are becoming more and more popular. Do not limit yourself to just two options.
Do not follow naming trends
Names should survive trends. All companies that still have …24 or my… misspellings integrated in the name sound old. Unlike a changing clothing trend, a name change involves a lot of administrative and creative processes.
Don’t discard naming designs too quickly
Every name has advantages and disadvantages. Associations can have varying degrees of relevance; it’s always a matter of weighing things against each other. Try not to discard the name too quickly and give the process enough time. The decision should not be based only on a spontaneous gut feeling.
Two years in a row, Helder’s naming and design perfectly translated the themes of sustainability and responsibility into the ASC & MSC Brand Awareness campaign.
Helder has the ability to capture the essence of the company’s idea and translate it into one word. We have benefited from this for our own brand as well as our clients.
Helder has developed a name that truly reflects the core of our brand.
Helder’s product naming reflects the vitality of our services. For our community approach, this is a significant added value.