The name game

Apple's newest laptop – the MacBook Air – is nothing short of stunning. And the name is a perfect fit. Air conveys everything you want in portable computing: lightweight, invisible, as effortless as breathing. But when I heard about it, the first thing I thought of was another product with the same name: ResoundAir, an ultra-modern hearing aid!

So how do you choose the perfect name for a new product, brand or company? And when is it okay to rip-off another name and ensure it won't backfire?

What's in a name?
Naming products is a lot harder than it seems. But before you go anywhere, you've got to answer these questions:

1. What sort of name will appeal to the target audience? Made-up words, new word combinations, fanciful, suggestive, distinctive?
2. What is the product’s brand essence?
3. What language should the name be in or appear to be in?
4. What associations do consumers have with different letters? (Should you choose a masculine “X”, a classic “T” or a small and fast “i”?)
5. Is there already a creative theme or larger product group that needs to be reflected?
6. What names are used by the competition?
7. Is it easy to pronounce and spell?
8. What are the negative and positive connotations with the name?
9. And most importantly, will people remember it the day after they hear it for the first time?

In addition to consumer research, it may also be relevant to find out if a name has already been trademarked, if the .com for that name is available (and at what price) and if the name will work in multiple language markets.

A car by any other name?
Apple isn't the only one borrowing names from unrelated product groups. In fact, they're also on the receiving end. India's Tata Motors recently unveiled its latest car, the Tata Nano – clearly borrowed from the name of Apple's smallest iPod. Dubbed the world's "cheapest car", the Nano name is a smart move in a tech-savvy market.

Knowing your market, not just marketing
Why does the car name Honda Life Dunk work in Japan but not in Europe? Part science, part art, naming is a matter of finding the right combination of factors for your chosen markets. You need to set up the right naming team – with the right mix of creativity and market knowledge – and if you're going into numerous markets – international expertise.

For a list of less-than-perfect product names – and a few laughs – see our Bad product names list.


WordNerds
Did you know..?
American generic drug names never begin with the letters H, J, K or W because those letters don’t translate well into other languages.