Two Elements of Brand Identity

Brand Name

The brand name is the verbal expression of the Brand Identity. There are 6 name types that are available for your brand name.

Every piece of verbal or visual communication with your brand name on it is an opportunity to associate your brand identity with a brand image and experience.

Surname
Contains the legacy of the founder(s) in the brand name who happened to be leaders in their industries.

Descriptive
Utilizes the obvious and logical to penetrate the market place quickly and establish a position of leadership and dominance.

Invented
Contains a distinct brand name that allows it to stand out amongst the industry and quickly establish a position of leadership.

Connotative
Combines the qualities of descriptive and invented brand names to create a unique brand name in the market place.

Bridge
Combines 2 brand names, generally, as a result of a merger or acquisition.

Arbitrary
Utilities a name with no identifiable link between the products and services, and the brand name.