Definition: What is a descriptive brand name?

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 from around the web

“A company name or trademark which clearly describes the good or service with which it is associated.” – BusinessDictionary

“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

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