Definition of descriptive brand name

Our definition of descriptive brand name: A brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization).

Often contrasted with

• Abstract brand name: A brand name with no apparent connection to the underlying brand.
• Suggestive brand name: A brand name that evokes a quality of the underlying brand.

Other definitions of descriptive brand name from around the web

“A company name or trademark which clearly describes the good or service with which it is associated.” – BusinessDictionary (no longer online)

“Names that clearly describe the goods or services being offered. Think names like Advanced Optics or Integrated Services Router.” – Creating the Perfect Name, Catchword

“Purely descriptive of what a company or product does or its function. They might also take the form of an acronym or the names of the company founders.” – The Art of Naming, Zinzin

“A mark that directly describes, rather than suggests, a characteristic or quality of the underlying product (e.g. its color, odor, function, dimensions, or ingredients).” – Harvard cyber-law blog

“Uses the most evident words or terms needed to describe a product, service or brand.” – brandchannel

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.