Today’s Tip
Best Practice: Creating a product name with existing, combined words or parts of words is popular today. Example: Eveready
Combining Street and Racing to Create Name
Today’s Article: Creating a Product Name with Existing Combined Words
A product name of combined existing words can consist of one or two words, that can be found in the dictionary, put together with no space between the words and the first word usually gets the main emphasis in pronunciation. The first letter of each word is usually capitalized, but does not need to be. (ChapStick or Butterfinger)
The second way is to take one word and part of another word to create a product name. Again, the first letter of each word is usually capitalized, but does not need to be. ForceFlex (force + flexible)
The third way is to take parts of two words and combine them to create a product name. Bubblicious (bubbles + delicious)
Pros: This can be a simple way to create a new product name. They can be easy to say, remember and allows for growth. If the new product name is created by taking one word and part of another word or parts of two words to create a new product name it is easier to find a matching domain name and be able to be trademarked.
Cons: If the right word combinations are not made, it may be difficult to say, spell, remember or know what the product is. A tagline would help to better understand what the product is.
Other Examples: two words combined with no space between the words.
Bowflex, Butterball, Carebear, Coolpix, Eveready, Energizer, Evenflo, Everlast, Lunchables, Thighmaster, or ThinkPad
Other Examples: one word and part of another word combined.
Aqua Net, Aquafina, Aquafresh, Baconator, Beano, Blistex, Boxster, Cheerios, Cheetos, Cinnabon, Clearasil, Clinique, Cottonelle, Crisco, Crispix, DayQuil, Drano, Duracell, Duraflame, Excedrin, Fresca, Febreze, Jell-O, Nescafe, Nestea, Ovaltine, Play-Doh, PlaySkool, Raisinets, SpaghettiOs, Theraflu, Thermacare, VapoRub or Vaseline
Brand Product Name Filter
The brand product name filter below will help you objectively evaluate how available and good a name is.
Number System: 0-poor, 1-fair, 2-good, 3-excellent.
___ Easy to Say and Pronounce
___ Easy to Remember
___ Easy to Spell
___ Name is Web-Ready: Exact Match Domain Name with no hyphen (Domain Search)
___ Trademark is Available (Trademark Search)
___ Available in Your State (Online check with your State Department of Incorporation)
___ Social Media Identity Availability (Example Facebook (B2C), LinkedIn (B2B), etc.)
___ Stands out from the Competition in a Favorable Way
___ Has no Negative Meanings (Example: when translated to a foreign market’s language)
___ Name Allows You to Add New Services or Products in the Future
___ Number of Points
Action Step: Make a list of combined existing words or parts of words. Take the list of words and start combining them until you come up with 1-3 that you like. Next go to the product name filter above to evaluate them.
Note: If you are having trouble coming up with a name that you like and is rated high by the brand filter, it may be time to look for an outside source to help you i.e. Ask the Expert.
Recommendation: In a branding process, it is important to look at name possibilities in different product name categories: Literal, Attribute, Legacy, Initials/Numbers, New Invented, Related, Alliteration or Rhyme and Inquiring. This helps you expand they way you look at your product, to find the best name to connect with your target market, that stands out from the competition and reflects your brand position.
Additional Resources
Return to Product Naming Return to Brand Library Return to Brand Yourself
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