Name Development Research

Recent Articles

Below are the 4 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Guidelines for success

Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.

It sells the product by itself

There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.

What’s in a name? Plenty.

The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.

The name game

An overview of the ways qualitative research can help the name generation process. Tips are presented for dealing with pronunciation issues, winnowing the list of candidates, and testing the final list of most promising options.