Choosing the right brand name!

It is important to choose a brand name that is in line with the brand identity. Succeeding in choosing the right name for the brand will ideally lead to a top-of-mind position among the consumers. Another important factor is to make sure that the brand name is not limited to only fit with one type of product. If it does it will limit your possibilites to expand the brand's product line. Descriptive brand names is risky. Kapferer (2008) argues that the name should be in line with the brand’s future plans and possible expansion, and as he puts it: "the name should not describe products, it should distinguish them”. A good example of a brand that avoided this potential problem is the airline Norwegian. Thanks to the brand name they have been able to expand the brand's services, including  their own creditcard.

There is some examples of brands that even have become a part of our daily language. Just think of how you use different brand names when you talk to your closest friends, e.g. Skype-ing friends or Google-ing questions you need answers too. This is ideal brand names, and replacing their position in consumers' minds is an almost impossible challenge for their main competitors. The search engine Bing is trying to challenge Google with their "Bing It" campaign, but they are in my opinion failing miserably. As you probably understand, choosing the brand name is something you have to strongly evaluate before launching a new brand or a new product. The name can end up becoming generic, or on the other side being stuck to one product that is not even considered to be of high quality. Do you have any examples of any brand names you consider to be good or bad?