You probably saw the news: On November 4, 2019, Facebook announced its “new company brand,” which it created in efforts “to be clearer about the products that come from Facebook.” This decision has corporate brand strategy implications, as well as brand architecture and design implications. Reactions to the move have been mixed, and it’s difficult […]
A naming approach is how a brand name connects to qualities or ideas related to the underlying brand (e.g., descriptive names, suggestive names, abstract names).
A naming construct is how a brand name is structured (e.g., real-word names, coined names, compound names).
Looking for great audio content about branding and brand strategy? Google “branding podcasts” and you’ll find a few lists out there (see below). And while many of these podcasts provide great background information for those of us in the branding industry, only a handful are truly about branding—many are about advertising, digital media, content strategy, graphic […]
An abstract brand name is a brand name with no apparent connection to the underlying brand.
A brand audit is a comprehensive examination of a brand across all its touchpoints.
Search online for “what makes a great brand name” and you’ll find plenty of strong opinions. We’ve compiled and organized a list based on articles, agency blog posts, naming guides, and even books about naming. We’ll update this periodically, if new items or sources are found.
A descriptive brand name is a brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization).
Brand experience is the totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Brand image is the cumulative impression of a brand among target audiences.
Brand identity is the cumulative expression of a brand to target audiences.