To make good on my promise to publish the Brand Names Report in February, I’m posting this today (Leap Day!) with a link to download the full report. I’ll return to this post soon and provide more detail.

Today marks the publication of my inaugural Brand Names Report. The idea for this report came from a simple desire to satisfy my curiosity about data collected on Brand New, the leading brand identity review site edited and written by Armin Vit. Brand New visitors (in August 2020, Brand New became a subscriber-only site) are frequently invited to vote on brand names—either new brands or rebrands—via polls at the bottom of brand identity reviews.

From July 2020 to June 2023, visitors to the site cast a total of 22,769 votes across 131 brand names, rating each as Great, Fine, or Bad. These polls are the only easily available opinion data on brand names that I’m aware of. And while the data is far from perfect (see “About the data: caveats” in the report), I wanted to see whether it could tell us anything useful about which brand names are preferred, and why.

You can download the the Brand Names Report via the link below. Stay tuned for a video/podcast where I’ll walk through the report page by page.

Rob Meyerson is a brand consultant, author of Brand Naming, and co-author of the sixth edition of Designing Brand Identity. He runs Heirloom, a brand strategy and identity firm, and hosts the podcast How Brands Are Built.