NAMING

There is an infinitely small number of good free names. For example, there are more than 100,000 building companies in the world. Apparently, all of them would like to have a nice original name. However, 90 percent of ‘building’ brands use five or six core words, for instance, construction, development, building.

Proficient naming is one of the most complicated elements of a brand development. An active vocabulary of an average person rarely exceeds 10,000 words. Considering demands of authenticity, euphony, and such an important thing as graphics of a word, only about 2,000 nouns are able to become a brand. If we take each category separately, for example, food products, there is even a smaller number. One of way outs is thought to be derivative naming: due to a limited amount of affixes or compounding two or three words, an original name emerges. However, a number of such constructions is limited as well. To be honest, we see the one and only way out of the situation: to look ahead and develop names for further registration today. Are you running a snack line? Think about other products which will be included into your price. Are you going to register a new call rate? What are other services of the mobile network operator, which need branding?

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