Summary of "Курс «Как создать бренд». Урок 12: Как придумать нейминг"

High-level takeaway

A brand name is a short signal that must be evaluated in context: visual identity, verbal descriptor, product and communication. A single word can’t carry everything — name + design + descriptor together make the brand legible and ownable.
Prefer distinctive or coined names (neologisms) over descriptive/common phrases to ensure differentiation and registrability.

A name alone doesn’t make the brand — name, design, values and communication together create ownership and meaning.

Naming playbook — step-by-step (actionable)

Generate many ideas
- Work in a team; team creativity is a tool. Aim for dozens (recommended range: ~50–150 ideas).
- Use many creative methods (the agency cited uses 30+ techniques: metaphor cards, structured questioning, etc.).
Visualize and shortlist physically
- Put names on a wall or table so they stay in sight.
- In the first pass, mark unusually bold or “crazy” names for later review.
Phonosemantics screening
- Say names aloud repeatedly. Check pronunciation, stress and unintended connotations.
- Remove names that are difficult to read for your target audience, but consider audience and brand tone (e.g., Latin/English-script names may be acceptable for young audiences).
Graphic writing / design potential
- Test how a name will behave visually (logo, packaging, elongated forms, shapes).
- Use typography and visual techniques to amplify the name (example: a toffee brand elongated its name to mirror the product shape).
Brand fit / persona alignment
- Map names to brand character/persona (age, gender, temperament, values). Eliminate names that clash with the intended personality.
Transliteration & international fit
- Check transliteration and pronunciation across target markets; test semantic load in other languages.
Competitive landscape / distinctiveness
- Lay out competitors’ logos and names and evaluate whether your candidate stands out visually and semantically.
Availability & digital presence
- Check domain availability and social handles (common domains like .com or country-code TLDs may not be free). Consider alternative TLDs (.team, .project, etc.) when appropriate.
Legal / trademark clearance
- Shortlist 3–5 names (common agency practice) and send them to a patent/trademark attorney for deep clearance.
- Legal verification timeframe: typically ~3–10 days depending on company and volume.
- Understand registration types: national registration vs. international protection via the Madrid system.
Market testing & decision heuristics
- Test with the target audience, asking about feelings and associations rather than “do you like it?” (avoid basing decisions on subjective like/dislike).
- Use perception-testing tools or big-data panels when budget allows (these can be expensive; example tool mentioned: Fauna).
- Live with the name for a while and evaluate 5–10 year fit before finalizing.

Important rules, recommendations & do’s/don’ts

Do not use literal/descriptive names (e.g., “clothing store”) — they are hard to register and not unique.
Use a descriptor under the logo to explain the offering when using a non-obvious name (e.g., a “city taxi” descriptor under a brand).
Don’t pick a name solely because you personally like it; focus on fit, scalability and associations.
Don’t rush — allow time to test and “live with” a name.
A logo is not the brand; name + design + values + communication form the brand.
Watch phonosemantic/design congruence: sharp-sounding names pair with angular visuals (the Kiki vs Boobu example illustrates sound-to-shape mapping).

Concrete examples / case studies cited

“Nike and sausages” anecdote — mismatch between name and product highlights the need for relevance and credibility.
“City taxi” + “Uber” — use of descriptive taglines/descriptors to clarify non-obvious brand names.
Children’s brand “hug” — name and enveloping design matched target and tone.
Toffee brand “mum” (narration: “M”) — elongated name and simple font mirrored product shape, increasing memorability.
Kiki vs Boobu visual test — demonstrates phonosemantics (sound mapping to visual form).

Metrics, KPIs, timelines and numeric guidance

Creative techniques referenced: 30+ methods (agency).
Idea quantity: aim for ~50–150 candidate names.
Shortlist for legal submission: 3–5 names.
Legal/trademark checking: expect ~3–10 days for attorney verification (varies).
Consumer importance stat: ~74% of consumers consider the name an important factor when choosing a product.
Time-horizon evaluation: consider brand fit at 5, 7 and 10 years out.

Operational / legal notes

Check national trademark registration first; use the Madrid system for international protection.
If .com/.country TLDs aren’t available, consider alternative TLDs or slight name variations, but weigh brand clarity and discoverability.

Testing & tools

Qualitative research: focus groups and surveys centered on feelings and associations.
Quantitative tools / big-data perception platforms exist but can be expensive (agencies use them).
Example tool mentioned: Fauna (as a name-testing option).