Glossary

What makes a good brand name?

A brand name is the word or words a company is known by. A good one is easy to say, easy to spell, and distinct in its category.

Why it matters

The name is the one brand asset that almost never changes, and it appears everywhere. It also has to be free to register and to use as a domain.

Example

Descriptive names say what the company does (PayPal). Invented names mean nothing at first and are easier to protect (Kodak).