Product names are the specific titles or labels given to products within a brand’s portfolio. They are essential for distinguishing individual products or services and for communicating their purpose, benefits, and connection to the master brand. A well-chosen product name aligns with the brand’s architecture, positioning, and values, making it memorable, relevant, and appealing to the target audience.
Product Name: Why It Is Important
Product names play a key role in shaping customer perception and recognition. They help the target audience quickly identify what the product is, what it does, and why it matters to them. The right name enhances brand recall, communicates the product's unique value, and creates a consistent narrative across the brand's portfolio. An effective product name also simplifies the customer’s decision-making process, and sets clear expectations about the product.
How Your Product Name Can Contribute to a Clearer Brand Strategy, Better Brand Recognition and Higher Customer Loyalty
By aligning product names with the brand’s architecture and identity, they contribute to stronger brand recognition and differentiation. Clear, memorable names make it easier for the target audience to connect with the brand, fostering loyalty. A distinct product name can also help the brand stand out in a busy market, especially if it emphasizes unique features or evokes an emotional response. Cohesive product names reinforce the overall brand experience and ensure clarity in communication.
Product Name: What Is Its Function?
The primary function of a product name is to label a product in a way that is easy to remember, clearly communicates its purpose or benefits, and aligns with the brand’s overall identity. Product names are the verbal identifiers that customers associate with specific offerings, helping them make informed purchasing decisions. They serve as the foundation for marketing efforts, product branding, and customer communication.
Product Name: A Real-World Scenario
Apple’s naming convention for its products is a well-known example of effective Product Naming within a Branded House model. Apple names its products in a way that reflects the brand’s identity while clearly communicating the function and innovation of each product. For instance, the iPhone is positioned as a high-end, innovative smartphone that integrates seamlessly with other Apple devices, while the MacBook signifies a professional, high-performance laptop. Each name fits within the brand’s overall structure and conveys the product’s purpose to the target audience.
How to Define Your Product Name
To define product names, start by reviewing your brand architecture and deciding whether your product names should be closely tied to the master brand (Branded House), stand independently (House of Brands), or reflect a blend of both (Hybrid). Next, ensure that each product name clearly communicates its benefits, connects with the target audience, and fits within the brand’s voice and identity. Consider using descriptive, evocative, or invented names that align with your brand’s values.
Product Name: Best Practice
A best practice in Product Naming is to create names that are easy to understand, memorable, and aligned with the product’s core benefits. For example, Dyson uses descriptive and evocative names for its vacuum cleaners, like “Dyson V11 Absolute” and “Dyson Ball Animal,” which highlight both the product’s unique technology and its specific applications, helping the target audience choose the product that best suits their needs.
Product Name: What to Avoid
Avoid overly complicated or abstract names that confuse the target audience or fail to convey the product’s benefits. Names that rely heavily on industry jargon, acronyms, or invented words without clear meaning can alienate the target audience. Additionally, avoid names that are difficult to pronounce or spell, as they can reduce memorability and hinder brand recognition.
When to Define the Product Name in the Branding Process
To ensure perfect alignment, the Product Name must be defined before the Product Key Messages, and after the Product Positioning.
