Product Brand Naming

Why do you need to give your products a brand name?

Naming your company products is important as it communicates to customers what the product is, and also conveys the idea of its value. A good name is memorable and differentiating, yet simple for customers to understand. It should also be concise and easy to pronounce.

Giving your products a brand name can have several benefits for your business, including:


A strong brand name can help you stand out in a crowded market and differentiate your products from those of your competitors.


A recognisable brand name can increase the chances that customers will remember and recognise your product when they see it again, either in-store or online.

Trust and credibility

A well-established brand name can build trust and credibility with potential customers, as they may associate your brand with quality, reliability, or other positive attributes.

Brand loyalty

A strong brand name can help foster brand loyalty and repeat purchases, as customers may prefer to stick with a familiar and trusted brand.


A successful brand name can also make it easier to introduce new products or product lines under the same brand umbrella, as customers are more likely to trust and recognise a familiar brand.
Naming a group of products should be approached from the bottom up and not just one product at a time. An effective hierarchy structure that is composed of umbrella brands, sub-brands and individual product names will provide clarity and direction when naming different items within a larger brand system. A useful exercise for creating an effective hierarchy is to start by asking questions about how each product differs or relates to another, such as whether it is part of the same line, performs similar functions, or offers additional features. This helps provide context and build relationships between different products in the group.

So, giving your products a brand name can help you create a more cohesive and effective marketing strategy, build brand recognition and loyalty, and ultimately drive business growth. But how do you find the right one?
Cyrus SoundKey Product naming by Peek Creative Limited

Cyrus SoundKey

How did we name this award winning hi-fi product?
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Product Brand Naming

What are the key mistakes people make when product brand naming their products?

There are several pitfalls to avoid when giving your product a brand name. Here are some of the key ones to keep in mind:

Infringing on existing trademarks

Make sure to do your research and ensure that the brand name you choose isn't already trademarked by another business. Failing to do so can lead to legal issues and potentially expensive lawsuits.

Overcomplicating the name

Your brand name should be clear, simple, and easy to remember. Avoid using overly complicated or technical terms that may confuse potential customers.

Lack of relevance or connection to the product

Your brand name should be relevant to the product you are selling and have some connection or meaning to your target audience. Avoid choosing a name that is too generic or unrelated to your product.

Negative connotations

Make sure the brand name you choose doesn't have any unintentional negative connotations in your target market or language. This can lead to confusion, embarrassment, or even backlash from customers.

Limited appeal

Avoid choosing a brand name that is too narrow or limiting, as this can make it difficult to expand your product line in the future. Choose a name that can grow and evolve with your business.

Poor translation

If you plan to sell your product in multiple markets, make sure that the brand name translates well and doesn't have any negative or unintended meanings in other languages.
By keeping these potential pitfalls in mind and doing your due diligence in researching and testing your brand name, you can help ensure that your brand name is effective, memorable, and relevant to your target audience.


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Pento Brand Development - Brand Naming by Peek Creative Limited

Product Brand Naming

What makes a good product brand name?

A good product name is one that effectively communicates what the product is, what it does, and why it matters to the customer.

A good product name should be:


The name should describe what the product does or what it is used for. This can make it easier for customers to understand the product's purpose and benefits.


A good product name should be easy to remember and stand out from the competition. A memorable name can make it easier for customers to recall the product when they need it.


The name should be distinct from other products in the same category or industry. A unique name can help the product stand out and be more easily recognised by customers.

Easy to pronounce and spell

The name should be easy to say and spell, as this can help with word-of-mouth marketing and online searches.

Reflective of the brand

The name should fit with the brand's overall image and values, as this can help strengthen brand recognition and loyalty.
Pawa naming and branding by Peek Creative Limited


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Product Brand Naming

How can we help name your products?

Naming a product can be challenging because it requires creativity, cleverness and an understanding of marketing. It should convey the value of the product or service to customers, be memorable and stand out from competing products. If a company does not have experience or in-house resources for coming up with such names, you will need to hire a naming expert to assist you, like Peek.

As a naming expert, we can help by utilising our creative thinking and expertise to develop potential names that meet the criteria necessary for a successful product name selection. We also have an understanding of current trends, consumer psychology and other marketing implications, as well as knowledge of legal issues that might arise if similar names already exist.

Naming a group of products

Naming a group of products should be approached from the bottom up and not just one product at a time. An effective hierarchy structure that is composed of umbrella brands, sub-brands and individual product names will provide clarity and direction when naming different items within a larger brand system.
Find out more
“We were blown away by the immediate success of the product naming campaign and couldn’t have wished for a better result.”
Simon Freethy, Managing Director, Cyrus Audio

Our Approach

Peek’s process for generating new product names

The process for generating new product names can vary depending on the company and industry. 
Here are some common steps in our process:


Define the product

Start by defining the product and its unique features and benefits. This can help guide the naming process and ensure that the name accurately reflects the product.



Generate a list of potential names for the product. This can involve brainstorming sessions, individual ideas, or using our magic hat techniques.



Review the list of potential names and narrow it down to the most promising options. Consider factors such as the name's relevance, uniqueness, memorability, and fit with the brand.



Conduct a trademark search to ensure that the chosen name is not already in use by another company. This can help avoid legal issues and confusion among customers.


Test and refine

Once a few top name choices have been identified, test them. Refine the names based on feedback and finalise the chosen name.
Generating a good product name requires careful consideration of the product's features and benefits, as well as the brand's identity and target audience. By following a structured naming process, we can create names that effectively communicate the value of your products and differentiate them from competitors.
Begin your product naming project

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