The art of naming
Perhaps the most obvious part of a brand identity is the brand name.
Some brands are named after people, like Disney. Others are abbreviations, like IBM. Many are named after real words, like Apple. And some use made-up words, like Google.
Creating a brand name isn’t easy. This handbook was created by Wolff Olins to show how to avoid the pitfalls, and to come up with brilliant brand names.
For you, what are the secrets of a really successful brand name? Which do you love, which do you hate, and why?
And just how important is a brand name? Could a good business succeed whatever its name?