The Art Of Naming A New Product


Naming a new product is a task that can be both exhilarating and challenging for businesses. A product’s name is its first impression, and it plays a pivotal role in shaping consumer perceptions, building brand identity, and ultimately influencing purchasing decisions. A well-chosen name can be a powerful asset in your marketing arsenal.

So, what’s the best way to name a new product?

In this article, we’ll explore the art and science of product naming and provide you with a comprehensive guide to make this important decision wisely.

Naming A New Product, Backed By Research

When naming a new product, established consumer packaged goods (CPG) companies must tread carefully to avoid harming their brand’s reputation. Choosing the right branding strategy is crucial.

A recent study reveals five key factors for successful product naming decisions:

1️⃣ Fit with the company’s existing offerings.

2️⃣ Innovativeness of the new product.

3️⃣ The breadth of the existing brand portfolio.

4️⃣ Risk of brand dilution.

5️⃣ Amount of advertising funds available.

The Art Of Naming A New Product

1. Understand Your Brand Identity

Before diving into the creative process of naming a product, it’s essential to understand your brand identity thoroughly. Your product’s name should align seamlessly with your brand’s values, mission, and positioning in the market. Consider whether you want the name to be evocative of your brand’s personality, or if you prefer a more functional, descriptive name.

2. Define Your Target Audience

Knowing your target audience is key to crafting a name that resonates with potential customers. Consider their demographics, psychographics, and cultural backgrounds. A name that appeals to millennials might not have the same effect on baby boomers. Ensure that the name you choose resonates with your intended customer base.

3. Brainstorm Creatively

Product naming is a creative process that often involves brainstorming sessions. Gather your team or hire professionals with experience in branding and marketing to explore a wide range of ideas. Begin with word association, mind mapping, or even drawing inspiration from relevant literature, pop culture, or historical references. Don’t limit yourself during this stage; let creativity flow freely.

4. Keep it Memorable and Pronounceable

A memorable name is one that sticks in consumers’ minds long after they’ve encountered it. Simplicity often breeds memorability, so opt for names that are short, easy to spell, and pronounce. Avoid overly complicated or obscure terms that could confuse potential customers.

5. Highlight Key Benefits

A great product name can subtly convey the product’s main benefits. Think about how your product solves a problem or fulfills a need, and try to incorporate that into the name. For example, the name “FitBit” not only suggests fitness tracking but also implies that it fits seamlessly into your daily life.

6. Consider Trademarks and Domain Availability

It’s essential to conduct thorough trademark research to ensure that your chosen name isn’t already in use by another company. You should also check the availability of domain names for your product’s online presence. A unique and distinctive name will make it easier to establish a strong online presence.

7. Test Your Name

Before finalizing your product name, conduct consumer testing to gauge its effectiveness. Create focus groups or surveys to gather feedback on how the name is perceived. This can help you identify any potential issues or negative connotations that you might have missed.

8. Be Open to Feedback

Don’t be afraid to iterate and refine your product name based on feedback. It’s essential to remain flexible and open to suggestions, especially if the initial name doesn’t resonate as well as you hoped.

9. Legal and Cultural Considerations

Ensure that your chosen name doesn’t have negative connotations in other languages or cultures. What might sound innocent in one language could be offensive in another. Additionally, be aware of any legal restrictions and trademark laws that may affect your product’s name.

10. Build a Story

Lastly, consider crafting a compelling brand story around your product name. This can add depth and meaning to your brand and create a stronger emotional connection with consumers.

Example Name: “EcoWave”

Scenario: You are launching a new line of eco-friendly, reusable water bottles targeted at environmentally conscious millennials.

In this example, “EcoWave” is a product name that encapsulates the brand identity, appeals to the target audience, and tells a story of eco-friendliness and modern living, all while meeting practical considerations such as memorability and legal availability.

  • “Eco” reflects the brand’s commitment to sustainability.
  • “Wave” suggests a modern, dynamic lifestyle and movement towards a greener future.
  • It’s short, memorable, and easy to pronounce.
  • The name indirectly highlights the key benefit of reducing plastic waste, which aligns with the target audience’s values.
  • It is checked for trademark availability and has an available domain name.


Naming a new product is a significant step in the branding and marketing process. A well-thought-out name can be a powerful asset that sets your product apart in a crowded marketplace.

By understanding your brand identity, knowing your audience, brainstorming creatively, keeping it memorable and pronounceable, and considering legal and cultural factors, you can find the perfect name that resonates with your target customers and helps you achieve your business goals.

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