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.
Brand strategy is an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s).