Brand name

The name or term by which a brand is known and identified.

Brand names can be of different types. A distinction is made between artificial and real names. Artificial names allow the creation of sonorous and unique terms. Real and descriptive names are often derived from the company’s field of activity or from the names of its founders.

Since there are already millions of registered brand names worldwide, artificial names offer two distinct advantages: the chances being able to register a .com URL increase. And it is also easier to register the brand in international trademark registers.

Purely descriptive terms that refer to the company’s offering as well as the offering of its competitors may not be registered as a trademark, since industry terms cannot be claimed exclusively by a company. The situation is different for terms from outside the industry, where registration may be possible under certain circumstances.

Developing a name for a corporate brand is often the first step in setting up a company – at a time when there is a multitude of other tasks to be dealt with. Nevertheless, coming up with a strong name at an early stage is crucial for later success, because not only does renaming a company cost a lot of money, it also means losing the brand recognition that has been painstakingly established.