The 10 Types of Brand Names (With Examples)
- by Casper du Toit
- Updated: October 21, 2024
The type of brand name you choose for your company, product, or service has important long-term implications for your business. It requires the same amount of care, thought, and consideration you might exercise in naming your child, and perhaps more!
Although brand names do not always fit 100% into a specific category, most brand names fall into one of ten different brand name categories. However, some can fall into several different categories.
In this article, I will discuss the ten different brand name types based on their pros and cons. In addition, I will rate and motivate what kind of brand name is best suited for ecommerce.
Table of Contents
#1. Descriptive Brand Names
As the name suggests, descriptive brand names provide information about the nature of a business. Descriptive names are typically self-explanatory, making it easy for consumers without prior knowledge of the business to understand the company or product.
Pros of Descriptive Brand Names
- Promotes transparency – The benefit of having a descriptive brand name is it clearly conveys what the business is all about. Consumers do not need to guess what kind of business it is.
Cons of Descriptive Brand Names
- Difficult to trademark – Descriptive or generic words are typically impossible to protect and trademark. The reason is that anyone may use descriptive words to describe what they are selling.
- Hampers diversification – Descriptive brand names can be a handicap if you want to diversify or change your business offerings. For example, if your brand name is “Cheap Pumpkins,” it might be a challenge to start selling potatoes instead. You would likely have to rebrand your business first.
- Tough to differentiate from competitors – Descriptive names can be limiting in terms of differentiating your business from competitors. Imagine, for example, that Google chose “Internet Search Engine” as its brand name. How does that differentiate the company from other search engines, such as Bing? It does not!
- Often dull, boring, and mundane – Descriptive brand names often do not leave room to wow consumers. And they can inhibit your personality and creativity from shining through in your brand.
- Hard to rank for in Google – When someone searches for your brand name in Google, you want to be in the #1 position of the search results. Or, at the very least, on the first page. Ranking for descriptive or generic words can be challenging when thousands of websites are trying to rank for the same terms.
- Not easy to find a matching domain name – Ideally, your domain name should match your brand name to bolster your brand and prevent confusion. Adding extra words or hyphens to your domain name looks unprofessional. And, without a matching domain name, consumers might accidentally stumble onto your competitor’s site.
- It can take a long time to gain traction – Consumers can take a long time to accept a descriptive name comprising generic words as a brand name. Getting consumers to make the switch in their heads and associate generic words with a brand name can be problematic and challenging.
Examples of Descriptive Brand Names
- Bank of America
- Whole Foods Market (a subsidiary of Amazon)
- The Weather Channel (an IBM business)
- Vitaminwater (Coca-Cola company)
- The Vitamin Shoppe
- Sock Club
- General Electric
- The Container Store
- General Motors
- The Body Shop
- Burger King
- The Shirt Company
- Namecheap
- Hotels.com (Expedia Group company)
- Booking.com (part of Booking Holdings)
Conclusion
I am not a huge fan of descriptive brand names. The only benefit is that it conveys what the business, product, or service is all about. However, building and growing a business around a descriptive brand name can be challenging.
The fact that it’s hard to trademark, diversify, and differentiate from competitors makes this kind of brand name less than ideal, especially in ecommerce.
#2. Acronym Brand Names
Acronym brand names are uppercase abbreviations formed from the initial letters of other words and pronounced as a word. These types of brand names are usually created out of necessity to shorten a name or make it easier to pronounce.
IKEA is a good example.
IKEA is named after the initials of founder Ingvar Kamprad, Elmtaryd, the farm on which he grew up, and Agunnaryd, the nearby village.
However, sometimes creating an acronym brand name has nothing to do with the full name being too long or difficult to pronounce. Take KFC as an example.
In 1990, Kentucky Fried Chicken rebranded to KFC. Many believe it was to remove negative connotations associated with the word fried. And that might have played a part in the decision. However, it appears the reason was to avoid new licensing fees the State of Kentucky planned to levy on commercial enterprises using the name of the state.
Pros of Acronym Brand Names
- Can be necessary – Sometimes it makes sense to rebrand a long, obsolete, or complicated name into an acronym. For example, technological changes may necessitate it. AT&T makes more sense than American Telephone and Telegraph Company in an era where consumers do not send telegraphs any more. And BMW is much more memorable than Bayerische Motoren Werke – German for Bavarian Motor Works.
Cons of Acronym Brand Names
- Can be hard to trademark – To qualify for trademark protection, the acronym must not be descriptive. In addition, consumers should not be able to identify it as synonymous with a specific product.
- Often difficult to remember – New acronyms are usually not easy to remember as consumers cannot instinctively attach meaning to them. They do not have the creative impact of other types of brand names.
- Mostly bland and mundane – Acronyms seldom evoke the same emotional reactions words can have on a person. It might make it difficult for consumers to experience positive emotions or goodwill toward an acronym brand name.
- Typically meaningless – A combination of letters does not have the same impact or significance as the words they are derived from. It can represent those words, but only if consumers know what the letters stand for.
- Can be confusing (different meanings) – Acronyms can be confusing unless you know the product or company behind the acronym or understand the context. For example, GM can mean General Motors, General Manager, Guided Missile, Good Morning, Genetically Modified, Good Move, or Game Master. Case in point, the Wisconsin Tourism Federation (WTF) had to change its name to the Tourism Federation of Wisconsin (TFW) to rid itself of its potentially offensive WTF acronym.
- Hard to gain traction – Most well-known acronym brand names, such as BMW, are the result of years of branding and huge marketing budgets. It is very difficult for a new acronym brand to replicate.
- Getting a dot com domain can be challenging – Dotcom is the undisputed domain name extension of choice for commercial brands. However, all 3-letter and 4-letter combinations are registered. Buying a 3-letter dot com domain on the aftermarket can set you back six figures. That is if you are lucky enough to find the one you are looking for!
Examples of Acronym Brand Names
In addition to IKEA and KFC mentioned earlier, here are some more examples of acronym brand names:
- H&M (Hennes & Mauritz)
- IBM (International Business Machines)
- AT&T (American Telephone and Telegraph Company)
- BMW (Bayerische Motoren Werke – German for Bavarian Motor Works)
- BBC (British Broadcasting Corporation)
- BP (British Petroleum) [Google says blood pressure]
- P&G (after founders William Procter and James Gamble)
- UPS (United Parcel Service of America)
- BASF (Badische Anilin und Sodafabrik – German for Baden Aniline and Soda Factory)
- NASA (National Aeronautics and Space Administration)
- HP (after founders Bill Hewlett and David Packard)
- UNICEF (United Nations International Children’s Emergency Fund)
- GE (The General Electric Company)
- GM (General Motors)
- CNN (Cable News Network)
- DKNY (Donna Karan New York)
- HBO (Home Box Office)
- NBC (National Broadcasting Company)
- NCAA (National Collegiate Athletic Association)
Conclusion
Consumers often focus more on the meaning of an acronym (and get it wrong!) instead of what the brand represents.
I still remember when KFC was called Kentucky Fried Chicken and every time I heard the name, it made my mouth water. Today when I hear KFC, the name does not conjure up the same feelings. It’s like calling my best friend JP after years of calling him John Paul, it is just not the same.
If you are thinking of using an acronym brand name for your online or ecommerce business, don’t. As common as this type of brand name is, they are typically born out of necessity and not choice.
Using a bland, meaningless, hard-to-remember acronym as your brand name makes no sense for any new business or entrepreneur.
#3. Arbitrary Brand Names
Arbitrary brand names (sometimes called metaphor, emotive or evocative brand names) use words that often evoke emotions in consumers. This type of brand name brings feelings, images, memories, or mental associations to mind that resonate with consumers.
Unlike generic words, the words are not applicable literally. The meaning or symbolism is figuratively carried over by equating one thing with another.
The United States Patent and Trademark Office (USPTO) uses the following definition for arbitrary marks:
“Arbitrary marks are actual words with a known meaning that have no association/relationship with the goods protected.”
USPTO mentions BANANA for “tires” as an example of an arbitrary mark, as there is no association between the words.
Many well-known brands have arbitrary brand names.
Amazon is a good example.
After considering names like Cadabra and Relentless, Jeff Bezos eventually settled on the name Amazon. It is the largest river in the world and symbolizes the scale of his ambitions.
Here are two more examples:
Steve Jobs reportedly chose the name Apple while on a fruitarian diet, inspired by a visit to an apple farm and finding the name “fun, spirited and not intimidating.”
Nike is the name of the Greek goddess of victory, responsible for success and achievements.
Pros of Arbitrary Brand Names
- Emotional connections are powerful – Considering that consumers make emotional buying decisions (and try to justify them with logic afterward), arbitrary brand names can be powerful.
- Easy to remember – Arbitrary brand names are typically short and often catchy, making them more memorable than most other types of brand names.
- Tell a good story – An arbitrary brand name usually has a good story behind it and often gets people talking about it. For example, there are significantly more discussions about why Apple is called Apple than about why IBM is called IBM.
- Good way to convey something without being descriptive – Companies often choose arbitrary names when they want to convey something without making it too obvious. It makes people attach more meaning to the brand than if it was purely descriptive.
- Typically easy to trademark – The United States Patent and Trademark Office (USPTO) views arbitrary marks as strong and easily protectable because they are inherently distinctive.
Cons of Arbitrary Brand Names
- It might not evoke the response you are hoping for – Your customers may attach a different connotation to a word than you. For example, the word beach might evoke feelings in you of surf, sun, and fun. However, customers might associate it with crowds, wind, or sand.
- Often requires a large budget to promote what your brand represents – Getting the message to customers of what your brand stands for can be costly. Nike, for example, spends millions of dollars on campaigns and endorsements so people can associate their brand with victory.
- Can be confusing to consumers – Getting consumers to associate a word they know with something else can be a challenge. For example, if the brand Dove was created today, most people would instinctively think of a bird and not body care products when they hear it.
- Often already trademarked – Arbitrary words may be easier to trademark than descriptive words. However, finding a word that is not already trademarked in a given industry can be difficult.
- Registering a dot com domain can be problematic – Buying a one-word dot com domain name on the aftermarket can be prohibitively expensive. And even if you decide on a two-word emotive brand name, it will not be easy or cheap to acquire a good one.
- Copycats can be a problem – Many companies lack originality and copy popular words that resonate with many consumers. For example, after the successful release of the Matrix movies, many businesses incorporated the word matrix in their brand names. Even if they are in different industries, copycats can dilute the meaning and value of a word.
Examples of Arbitrary Brand Names
- Virgin (multiple sectors)
- Lush (cosmetics)
- Safari (internet browser)
- Amazon (online marketplace)
- Apple (consumer electronics)
- Nike (sportswear)
- Jaguar (car manufacturer)
- Uber (transport)
- Dove (body care products)
- Cascade (software)
- Pampers (baby care products)
- Bounce (travel)
- Triumph (motorcycles)
- Monster (energy drink)
Conclusion
Arbitrary brand names are typically memorable and can help your brand appeal emotionally to consumers. If you choose a good name and are willing to invest in branding and promoting it, the rewards can be significant.
However, since the words are not applicable literally, it can be hard to convey meaning or symbolism, getting consumers to equate one thing with another.
Arbitrary brand names can be confusing to consumers. In addition, most good ones are already trademarked, and getting a matching domain name can be challenging.
#4. Compound Brand Names
Compound brand names (sometimes called conjoined brand names) combine two or more words to create a brand name.
For example, Brand and Moth to create Brand Moth or BrandMoth (my brand name for this site).
Note: For more information on BrandMoth and why I chose it as my brand name, read my story.
The words in compound brand names typically fall into four different categories, namely:
- Abstract or intangible words – Love, satisfaction, good, moral, and joy are examples of abstract words.
- Words that convey meaning or provide information – The Facebook brand name is a good example.
- Words with no literal meaning when joined together – For example, GoDaddy (the world’s largest domain name registrar). Neither “Go” nor “Daddy” are relevant to domain names.
- Words that have partial meaning when joined together – For example, the Brand in BrandMoth is relevant to this site as it covers branding. However, the Moth in BrandMoth is not directly relevant to the topic.
Facebook is an example of a compound brand name, and it has an interesting story behind it.
Facebook was created in 2004 by Mark Zuckerberg while he was at Harvard University. The name is derived from a physical book published by universities and colleges with headshots and bios of freshmen. Originally called TheFacebook, Mark Zuckerberg changed the name to Facebook after acquiring the domain name Facebook.com in 2005 for $200,000.
Pros of Compound Brand Names
- Easy to remember – Compound names are typically clear and memorable.
- Many possible combinations – There are countless combinations for combining two or more random words to create a brand name.
- Can be suggestive without being descriptive – A compound name can help you convey meaning to consumers without it being overly obvious.
- Good for creating a strong brand identity – Easy to brand all the stylistic elements of your brand, such as design, logo, and color. It helps your brand stand out in the minds of consumers.
- Easier to trademark than descriptive brand names – Since compound brand names are suggestive at best, they are easier to trademark than descriptive brand names.
Cons of Compound Brand Names
- Can hinder diversification – Suggestive compound brand names can inhibit diversification. For example, it would be difficult for consumers to associate BrandMoth with anything other than branding. If I want to start a business in the pet niche, I would have to create a new brand name.
- May confuse consumers – If you do not know that GoDaddy is a domain name registrar and hosting provider, you would never guess what the company does based on their brand name.
- It is not always easy to create a compound brand name that sounds good – A lot more goes into a good compound brand name than just combining random words.
- Finding an available dot com domain can be a challenge – Despite the many possible two-word combinations you can use for your brand name, most good ones are already registered.
Examples of Compound Brand Names
Besides Facebook, GoDaddy, and, of course, BrandMoth mentioned earlier, here are some more examples of compound brand names:
- Mastercard (payments industry)
- Snapchat (messaging app)
- DoorDash (food delivery & takeout)
- White Claw (alcoholic drinks)
- Red Robot (content distribution company)
- YouTube (video-sharing platform)
- Walmart (retailer)
- Innocent Drinks (natural drinks)
- Red Bull (energy drink)
- PayPal (payment processor)
Playful examples of compound brand names include:
- Mailchimp (email marketing automation)
- MoonPig
- Funky Pigeon
- Sour Koala
Conclusion
Creating a compound brand name for your business or product has many advantages. These brand names are typically memorable and not difficult to trademark, and there are many word combinations you can choose from.
However, they can sometimes hinder diversification and confuse consumers. In addition, finding a good compound brand name might be easy, but getting the dot com domain extension can be challenging. And you do not want to send traffic to your competitors or a parked domain name.
This type of brand name works best if it is short. Although compound brand names can consist of more than two words, it is advisable to use a two-word brand name.
#5. Portmanteau Brand Names
Portmanteau words are a linguistic blend of words where portions of two words are combined to form a new word. Sometimes called hybrid brand names, the word adopts the meanings of both original words. Examples include brunch (breakfast + lunch), smog (smoke + fog), and spork (spoon + fork).
It is derived from the French word portmanteau (a traveling case having two halves joined by a hinge). It was first used by Lewis Carroll in the context of combining two words to create a new one with two meanings.
Lewis Carroll describes it in his book Through the Looking-Glass (1871):
“Well, ‘SLITHY’ means ‘lithe and slimy.’ ‘Lithe’ is the same as ‘active.’ You see it’s like a portmanteau - there are two meanings packed up into one word.”
Pros of Portmanteau Brand Names
- Sounds natural – Being a linguistic blend of words, portmanteau words typically sound natural and are easy to remember.
- Suggestive – Since a portmanteau word adopts the meanings of both original words, they are often suggestive without being too descriptive.
- Relatively easy to trademark – According to the United States Patent and Trademark Office (USPTO), suggestive marks are considered strong marks.
Cons of Portmanteau Brand Names
- The meaning is not always obvious – For example, Intel is a portmanteau of the words Integrated and Electronics. However, you might not recognize these words and assume that Intel refers to Intelligence.
- The meaning might be irrelevant – For example, Verizon is a portmanteau of Veritas (Latin word for truth) and Horizon. Even if everyone knows the meaning of veritas, it is unclear what truth and horizons have to do with phones and internet services.
- Spelling might be confusing – Dropping letters in words or adding new ones can be confusing. For example, not everyone knows the Flicks in Netflix is spelled Flix with an X at the end.
- Not easy to conjure up – Creating a new word that adopts the meanings of both original words and sounds natural can be challenging.
Examples of Portmanteau Brand Names
- Instagram (from Instant and Telegram)
- FedEx (from Federal and Express)
- Pinterest (from Pin and Interest)
- Microsoft (from Microcomputer and Software)
- Groupon (from Group and Coupon)
- Yelp (from Yellow Pages and Help)
- Accenture (from Accent and Future)
- Amtrak (from American and Track)
- Binance (from Binary and Finance)
- Comcast (from Communication and Broadcast)
- Netflix (from Internet and Flicks – slang for movie)
- Spotify (from Spot and Identify)
- Verizon (from Veritas and Horizon)
Conclusion
Portmanteau brand names (sometimes called hybrid or suggestive brand names) are typically memorable and relatively easy to trademark. Many have the added advantage of being suggestive without being too descriptive. However, the meaning behind some are not always apparent and might be confusing to consumers.
Although they can work in the ecommerce space, creating a meaningful name for your company or products can be challenging.
#6. Alphanumeric Brand Names
Alphanumeric brand names combine letters and numbers to create a unique brand name or convey a message. This type of brand name can be effective if there is a clear purpose or good reason for using them.
Adding a number to a name only because your original choice is unavailable is not a good reason. It often looks unauthentic. For example, assume the dot com domain name WhiteLily is not available. Adding a number to it that serves no real purpose can tarnish your brand image.
Some branding companies advise that if your idea for a brand name is not unique, add a number. It is awful advice!
An example of a respected brand with an alphanumeric name is 7-Eleven.
The name reflects its opening hours, 7:00 a.m. to 11:00 p.m., seven days per week. Ironically, most 7-Eleven stores are open 24 hours.
Although alphanumeric brand names typically contain letters and numbers, some like ‘Five Guys’ do not. Some might suggest that makes it a compound brand name. However, it resembles an alphanumeric name more than a compound name.
Pros of Alphanumeric Brand Names
- Can convey a meaningful message to consumers – Numbers such as 247 (open 24 hours, seven days per week) and 365 (open all year) can be meaningful. Other popular numbers include 360 (comprehensive view) and 180 (turning things around).
- Helps to highlight new versions of a product – For example, instead of creating a new brand name every time Apple launches a new iPhone, it adds a number to it, such as iPhone 17 or iOS 17.
Cons of Alphanumeric Brand Names
- Might confuse consumers – Many people hear of a brand name before seeing it. It might confuse people if they want to find your business. For example, how do they know if they should search for ‘Five Guys’ or ‘5 Guys’? What if both spelling variations have a website?
- Can sometimes look cheap or spammy – If consumers think you are only adding a number out of necessity, it might make your brand look cheap or spammy.
Examples of Alphanumeric Brand Names
- 3M
- 888 Poker
- Five Guys
- MS Office 365
- Life360
- Jigsaw24
- Super 8
- 7Up
- WD40
- Forever 21
- SixFlags
- 23andMe
- 7-Eleven
- 20th Century Studios
- 42 Below
Conclusion
Adding numbers to letters might make it difficult for consumers to find your website or brand handle on social media. It might hurt how your brand is perceived. Many spammy websites add numbers to names as the good domains (without numbers) have already been registered.
Adding numbers to brand names can sometimes have a meaningful impact. For example, when trying to convey a message that can help you stand out from the crowd.
However, alphanumeric brand names are not popular in the ecommerce space. I would advise you to choose another type of brand name. That is unless you have a good reason why your brand name has to be alphanumeric.
#7. Invented Brand Names
Invented brand names (sometimes called abstract, fanciful, coined, or empty-vessel brand names) are made-up words. Since they typically bear no direct relation to products, they are suitable for almost anything.
Works well for technology and ecommerce brands, especially when you cannot find a word in the dictionary that creates the right impression. The technology industry loves invented names, for example Google, Yahoo, and Zapier.
In order to be effective, they need to be short, memorable, and easy to pronounce.
The luxury watch brand Rolex is a good example of an invented brand name.
Founded in London in 1905 by Hans Wilsdorf (at the age of 24), the company specialized in the distribution of timepieces. The name Rolex was trademarked in 1908 – according to Rolex history, its founder had the following to say about how he came up with the name:
“I tried combining the letters of the alphabet in every possible way. This gave me some hundred names, but none of them felt quite right. One morning, while riding on the upper deck of a horse-drawn omnibus along Cheapside in the City of London, a genie whispered ‘Rolex’ in my ear.”
Pros of Invented Brand Names
- Typically easy to trademark – The United States Patent and Trademark Office (USPTO) views invented words (it calls them fanciful marks) as strong and easily protectable because they are inherently distinctive.
- Blank canvas – Invented names are great for conveying any message about your brand. It allows consumers to build associations with a name they have never engaged with previously.
- Easy to remember – Invented brand names are typically easy to remember if they are short and pronounceable (they should be pronounceable!).
- Great for naming new or innovative products – Naming new products or product innovations can be challenging. Invented brand names are unique and help you to differentiate yourself from other products or companies in the same industry.
- Endless possibilities – There are only so many words in any language, but when you can make up new words the sky’s the limit.
- Works well for private label products – Many suppliers will allow you to sell their products under your own private label or brand. Making up your own brand name by inventing a new word sets you apart from the supplier and other private label customers.
- Good for creating a strong brand identity – Invented brand names is one of the most popular types of brand names. They are ideal for people who want to get creative in molding their brand any way they see fit.
Cons of Invented Brand Names
- It is hard to conjure up a good name – Despite the endless possibilities in making up new words, it can be hard to create one that is memorable and easy to pronounce.
- Finding an available dot com domain can be a challenge – You might think it is easy to register a dot com domain name for an invented word. However, it is a lot harder than it sounds! For example, all four-letter dot com domain names have been registered. And finding a good five-letter, six-letter, or even seven-letter word, that is still available, is not easy.
Note: Buying a good brandable domain name is often prohibitively expensive. However, I have listed some good and highly-brandable dot com domain names for sale on BrandMoth. They are available on a first-come-first-serve basis.
Examples of Invented Brand Names
- Exxon
- Kodak
- Xerox
- Verizon
- Pixar
- Rolex
- Zapier
- Spotify
- Flickr
- Tumblr
- Trello
- Oreo
- Hulu
- Vivo
- Tumblr
- Pixar
Conclusion
Invented brand names are perfect for ecommerce. Since they are made up, consumers do not have preconceived ideas about what they are supposed to represent. Based on this, the sky’s the limit, and how you use them is only limited by your imagination.
However, conjuring up a short and pronounceable word can be more difficult than it might seem. And finding a matching dot com domain name is often challenging.
Some argue it can be costly and time consuming to create a brand identity for a made-up word. However, it is a common mistake to confuse brand identity with brand awareness. Most big brands spend money on brand awareness, irrespective of brand name types.
It is based on the principle of ‘out of sight, out of mind.’ They know that although they might be the #1 player in their industry, consumers need to be reminded.
Ecommerce companies, on the other hand, focus on products and the benefits of those products for their target market. And branding an invented word is not, in principle, more costly or time consuming than other types of brand names. It is typically easier for consumers to attach meaning to a made up word than to change their perceptions of a dictionary word.
#8. Founder Brand Names
Founder brand names (sometimes called historical or origin brand names) typically carry the names of the people who founded them. However, they can also be named after an historical figure (such as Tesla) or the origins of the company.
Historically, many brands were named after their founders. However, most new companies or brands do not have founder-based names. It is mostly celebrities, influencers, or professionals, such as attorneys, who choose founder brand names these days.
Pros of Founder Brand Names
- Can humanize a brand – Frequently chosen to impart a feeling of heritage and humanity to the identity of a brand. It can make consumers feel they are dealing with another human being, creating an emotional connection.
- Usually easy to trademark – They are some of the easiest names to trademark.
- Works well in certain industries – Founder names are very common in industries like accountancy and law firms.
- Maximize an existing personal brand – Great for building the identity of a company around a person who already has a strong personal brand. For example, well-known celebrities might benefit from launching a product range that carries their name.
Cons of Founder Brand Names
- Old-fashioned – Before the 1950s, it was common for founders to name companies after themselves, even if nobody had heard of them. However, nowadays, it is perceived by many as old-fashioned, unless you are a professional or celebrity.
- It can be hard to find a matching domain or social media handle – Unless you have an unusual name, it might be difficult to register a dot com domain. The same applies for finding a matching social media handle. The more people have the same name, the more difficult it becomes to brand yourself.
- Do not reveal anything about the company – Founder brand names are typically not intriguing and do not tell you what the company is about.
- Can become obsolete – Gone are the days when someone starts a company, works on it their whole life and passes it down to future generations. Nowadays, the goal of many founders is to sell the company for a huge profit as quickly as possible. And investors are often reluctant to pay for a brand named after someone who is now working somewhere else.
- Bad publicity can kill a brand name – If the CEO or founder of a company messes up, he can resign to help save the company’s reputation. However, if the company is named after the founder, the memory of what happened may linger on in the minds of consumers. They may continue to associate the company with the person it is named after, even after the founder resigned.
- Value proposition might not be apparent – Even if the founder is a celebrity, consumers might not see how the founder adds value to products. For example, a tennis star might not necessarily get many customers if they start a cybersecurity company.
Examples of Founder Brand Names
- Disney (named after Walt Disney)
- Ford ( named after Henry Ford)
- Martha Stewart
- Carl Zeiss
- Adidas (named after Adolf “Adi” Dassler)
- Tesla (named after Nikola Tesla)
- Kellogg’s (named after brothers W.K. Kellogg and John Harvey Kellogg)
- Ben & Jerry’s (named after Ben Cohen and Jerry Greenfield)
- Ralph Lauren
- Mrs. Fields (named after Debbi Fields)
- Calvin Klein
- Heineken (named after Gerard Adriaan Heineken)
- Lipton (named after Thomas Lipton)
- Colgate (named after William Colgate)
- Nestlé (named after Henri Nestlé)
- McDonalds (founded by brothers Maurice “Mac” and Richard McDonald)
- Johnson & Johnson (founded by brothers Robert, James, and Edward Johnson)
- John Deere
Conclusion
If you are a celebrity, coach, influencer, fashion designer, blogger, or professional, it might make sense to brand yourself. It is also common for bloggers to create a personal brand around their blog. In principle, there is nothing wrong with creating a personal brand.
However, founder brand names are typically not ideal for new startups. They place too much emphasis on the founder instead of the customers and products. In addition, selling a business built around one person can prove hard.
For example, I love my neighbor, but I do not necessarily want to buy a company that carries his name. And rebranding the business can be a nightmare!
A study by The UK Domain found that businesses named after founders have the second least brand value. (Only marginally higher than brands named with acronyms)
#9. Geographical Brand Names
Geographical brand names (sometimes called regional brand names) are names link to the country, region, or city they originate from. When used correctly, geographical brand names can appeal to regional and international customers.
Outback Trading is an example of a brand that is geographical. It is also emotive – it uses a metaphor (Outback) to evoke emotions in consumers.
Established in 1983, Outback Trading supplies all-weather outdoor apparel. ‘Outback’ refers to the rugged Australian Outback and implies strength and durability.
According to their website (powered by Shopify): “We are committed to producing hard wearing comfortable clothes for working lifestyles, as well as functional fashion apparel.”
However, Outback Trading is a rare example of a geographical brand name in the ecommerce space.
Geographical brand names are usually popular with local businesses. Examples include Van Nuys Dentist and Los Angeles Personal Injury Attorneys – these names cannot be registered as trademarks since they are descriptive. However, small businesses often register them as a domain name, hoping local customers will find them in search engine results.
Pros of Geographical Brand Names
- Can help to reflect the heritage of a brand – Geographical names can endow a brand with the rich cultural, local, and historical connections associated with it.
- Promotes a sense of community – A geographical brand name can instill pride and loyalty in a community if the name resonates with members in the community.
- Great for appealing to a local audience – Geographical brand names often appeal most to a local audience. It is amplified if the location is relevant to something unique or associated with the region.
Cons of Geographical Brand Names
- Difficult to trademark – Purely descriptive geographical names, such as New York Steakhouse, cannot be registered as a trademark. However, The White Cloud New York Steakhouse, can likely be trademarked as it is sufficiently distinctive. It is no longer primarily geographically descriptive.
- Can be restrictive and inhibit expansion – Naming your brand after the county, city, or state where you are based can be problematic. If you wish to expand, it might be hard to appeal to a wider audience outside your geographical borders.
- It is not easy to find a unique or distinctive name – Adding a location to your business or product is easy. However, chances are it has already been done by one of your competitors, making it difficult to differentiate yourself.
- Finding an available dot com domain can be a challenge – Domain names that link regions to industries or professions, such as Chicago Orthodontist, are in high demand. It might prove difficult to find a domain name that matches your brand name.
Examples of Geographical Brand Names
- New York Life
- California Tan
- Nantucket Nectars
- Texas Instruments
- American Airlines
- New York Bagels
- California Pizza Kitchen
- Canada Dry
- Hawaiian Punch
- Arizona Tile
- Brooklyn Brewery
Conclusion
Geographical names can reflect the heritage of a brand and appeal to local audiences. Although it can gain popularity beyond local borders, it can be a challenge to gain widespread acceptance and brand loyalty.
I would not recommend using geographical names in ecommerce unless you are catering to a local audience. Regional names are typically not suitable for branding purposes as they are hard to trademark and protect, being too descriptive.
In addition, it is not easy to find a geographical brand name that is not already in use or finding a matching domain name. And it will likely be a challenge to differentiate your brand from your competitors in the same industry.
#10. Lexical Brand Names
Lexical brand names are typically memorable and rely on wordplay and pairing words for linguistic impact. They usually contain puns, alliteration, onomatopoeia, intentional misspellings, and even foreign words to create the right effect.
This type of brand name is popular with fun-loving brands. However, it can also make a name less descriptive and more appealing.
For example, assume you have a company that helps children develop their cognitive abilities. Finding a relevant name can be a challenge. A name like ‘Smart Children’ does not sound very original, but a lexical name like ‘Wiz Kidz’ can elevate it.
Pros of Lexical Brand Names
- Memorable and intriguing – Want to turn a dull or forgettable name into something intriguing that customers will remember? Playing with words and pairing them for linguistic effect might help.
Cons of Lexical Brand Names
- Might not be taken seriously – Lexical brand names are often cutesy – cute, but in an annoying way. They might create the impression that they are trying too hard to appeal to their target audience.
- Often feels dated quickly – Lexical names may grab our intention at first sight. However, like a joke you have heard before, they often get old fast.
- Do not appeal to all consumers – Despite often being playful, many consumers might frown at intentional misspellings and puns.
Examples of Lexical Brand Names
- Dunkin’ Donuts
- Krazy Glue
- Lyft
- Sizzler Steakhouse
- Krispy Kreme
- Froot Loops
- LaffyTaffy
- Mello Yello
- Cheez Whiz
- Hubba Bubba
- Dribbble
Conclusion
Lexical brand names are often like a shooting star that shines brightly at first and then fades. However, many of them have withstood the test of time. They frequently appeal to contemporary audiences who grew up with them.
Conclusion
Choosing a name or identity for your brand requires careful consideration and has long-term implications.
Brand names do not always fit 100% into a specific category. However, most brand names fall into one of the ten categories I covered in this article. And some might fall into more than one category.
After reading this article, you should have a good understanding of the different types of brand names. And what kind of brand name might be a good fit for your business or products.
All of the brand name categories covered have pros and cons, with large brands in every category. The kind of brand name you choose will ultimately depend on your industry and objectives.
A brand name does not necessarily have to be trademarked. However, it might be wise to protect your brand from people who want to use it for their benefit.
According to the United States Patent and Trademark Office, the strongest and most easily protectable marks are invented and arbitrary names. The reason is because they are inherently distinctive.
If you do not choose an invented or arbitrary name, a suggestive name is your next best option.
I did not cover suggestive brand names as a separate category because many names are suggestive. For example, Pampers is an example of an arbitrary brand name, but is also suggestive. The same applies to Pinterest – an example of a portmanteau brand name that is also suggestive.
However, the best type of brand name for use in ecommerce is invented brand names.
Invented brand names are strong, easy to protect, memorable, and ideal for private label products. And they are more flexible than any other type of brand name, offering endless possibilities, limited only by your imagination.
Good brand names sold on domain marketplaces are often prohibitively expensive. However, I have some brand names for sale on BrandBoth that are ideal for ecommerce use.
Let me know in the comments what type of brand name you have chosen for your ecommerce business.
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