Naming

Within brand building, ‘naming’ refers to the strategic creative process of choosing a name for a brand or its offering. An effective brand name encapsulates the essence of the brand’s identity and deeply resonates with the target audience, fostering a meaningful connection. It should be easy to pronounce, memorable and available for legal trademarking. Common types of brand names include those based on the founder’s name—such as Ritz-Carlton; descriptive names—like Inter Continental; abstract names—such as Miraval; metaphorically evocative names—like Six Senses; and acronyms—such as NH Hotels.