Naming Services:
Brand Name Creation

At Brandium, we combine over 20 years of naming expertise with a meticulous, results-oriented approach. Our process begins with an interpretation of your objectives and needs: the market you operate in, the competitive landscape, vision of opportunities, and more:

• Understanding Client Objectives: This understanding guides the creation of a name aligned with business goals.

• Brand Values: Analyzing the core values the client wants to communicate.

• Mapping Target Audience(s): Gaining a clear understanding of the brand’s audiences, including demographics, preferences, and behaviors.

• Understanding Market Positioning: Analyzing the client’s differentiators and positioning relative to competitors.

• Industry and Context: Considering the client’s sector and associated trends and norms.

• Legal and Availability Aspects: How the brand will be registered, in which classes, and the protections sought. Jurisdictions where the name must have good registration prospects. Internet domains and social media handles (@brandname) for various platforms.

Defining the Type of Brand Name to Be Created:

• Service Brand Name – Names created specifically to identify and promote services offered by a company (e.g., FedEx, Netflix).

• Product Brand Name – Names developed to identify individual products or specific product lines (e.g., iPhone, Coca-Cola).

• Corporate Brand Name (Company Name) – Names representing the entire corporate entity, encompassing all products and services (e.g., Apple, Google).

• Umbrella Brand Name – Names used for a brand that covers a variety of products and/or services under a single identity (e.g., Sadia, Bradesco).

The Nice Classification (NCL) is an internationally adopted system for organizing goods and services in trademark registration. Established by the Nice Agreement in 1957 and maintained by the World Intellectual Property Organization (WIPO), it sets a global standard for defining trademark protection.

The system comprises 45 classes, each corresponding to a specific group of products or services. In the brand name creation process, predefining the desired protections (classes and jurisdictions) ensures that the name options presented have strong prospects for registration.

Trademark Registration Classes (Nice Classification – NCL)

• 34 Classes for Product Trademarks
• 11 Classes for Service Trademarks

Impact of Registration Classes on the Naming Project

The classes (and desired protections in each class) directly impact the difficulty level of a naming project. For example, developing a name for registration in Class 35 (in Brazil) is significantly more complex than for Class 36 (Brazil). This is because Class 35 has 5.5 times more registered trademarks than Class 36.

This type of analysis enables more assertive strategic planning. By combining experience and research, we can define and discuss the best strategies with the client.

A brand’s website, along with its internet domain, is the only digital space where there is 100% control over content, identity, and online presence. Unlike social media, where moderation rules and policies can change without notice, a website guarantees independence and security. Frequent cases of brand profiles being taken down, suspended, or banned on platforms like Instagram, Facebook, and TikTok reinforce the importance of maintaining an updated and operational proprietary channel, where the brand is less vulnerable to external decisions that could compromise its communication and relationship with the public.

The Importance of an Exact Match Domain

Users tend to type only the brand name followed by “.com.br” in their browsers. In Brazil, the ideal is to use www.name.com.br, without modifiers or additional descriptive terms such as credit, digital, tech, farm, among others.

A direct and exclusive domain reinforces authority and the brand’s precedence (original versus copy), being stronger than alternatives like:

• www.nameconsulting.com.br

• www.bankname.com.br

• www.nameonline.com.br

• www.namebrasil.com.br

New Domain Extensions (.store, .shop, .tech, etc.)
New domain extensions can, in some cases, contribute to a brand’s digital positioning. However, it is essential to ensure that the corresponding local domain—such as .com.br in Brazil or .pt in Portugal—is acquired and correctly redirected to avoid traffic loss.

Avoiding Disorientation
An unclear or confusing name can mislead customers to other businesses, whether in person or online. For example, if your domain name is spelled differently from your business name or uses unconventional spelling, customers may end up on a different website.

Preventing Traffic Loss
A clear domain name helps prevent traffic loss. If your domain name is complicated or hard to remember, potential customers may give up trying to find your site or end up on a competitor’s site.

SEO Benefits
A clear and relevant domain name can also aid Search Engine Optimization (SEO).

Professionalism and Trust
A clear and precise domain name conveys professionalism. Users may distrust websites with complicated, poorly chosen, or nonsensical domain names.

Each naming project is carefully custom-developed, with a personalized creation strategy perfectly aligned to the unique needs and characteristics of each brand.

We establish clear criteria for name creation, considering essential aspects such as sonority, rhythm, “weight,” “texture,” and cultural alignment—among other elements that enrich the planning and creation process. For each case, we select the most appropriate techniques and processes to maximize creativity, originality, coherence, and, fundamentally, the registrability of the names.

There is a vast diversity of name creation techniques, some of which have been used for more than a century, evolving alongside language, culture, and brands’ differentiation needs. Names can be classified in various ways, from those that directly describe what a company does to those that evoke emotions or abstract concepts. Below is a selection of different name types with illustrative examples to demonstrate the diversity of possible approaches—though this is not an exhaustive list, as there are several other creative approaches to naming.

1. Names That Describe or Indicate a Direct Concept

These names clearly communicate what the brand does, its function, or its origin.

• Descriptive → Explain what the company does.
  Example: “Burger King” (king of burgers).

• Geographic → Refer to places to indicate origin or inspiration.
  Example: “Adobe” (Adobe Creek, a creek near a founder’s home. However, “adobe” in Spanish means sun-dried clay brick).

• Numerical → Use numbers to indicate something specific or memorable.
  Example: “7-Eleven” (original operating hours).

• Functional → Indicate the direct benefit or use of the product/service.
  Example: “PayPal” (friendly payments).

2. Creative and Expressive Names

Names that evoke emotions, abstract concepts, or metaphors to create impact.

• Evocative → Convey a feeling or idea reflecting the brand.
  Example: “Nike” (Greek goddess of victory).

• Metaphorical → Use metaphors or analogies to represent something about the brand.
  Example: “Apple” (simplicity and innovation).

• Aspirational → Inspire and suggest growth or achievement.
  Example: “Ascend”.

• Emotive → Appeal to strong emotions like happiness or trust.
  Example: “Joy”.

• Narrative → Tell a story or reference a journey.
  Example: “Old Spice” (evokes seafaring adventures).

• Allusive → Indirectly allude to something related.
  Example: “Venus” (beauty brand referencing the goddess).

• Subjective → Create personal perceptions and varied interpretations.
  Example: “Humble” (meaning humble).

• Ephemeral → Leverage trends or temporary events.
  Example: “Quarantine Cuisine”.

• Playful → Use humor, puns, or wordplay.
  Example: “Punny Designs”.

• Poetic → Employ rhymes, alliterations, or lyrical constructions.
  Example: “Whispering Pines”.

• Textural → Evoke tactile, visual, or auditory sensations.
  Example: “Velvet” (suggesting softness).

• Behavioral → Based on specific behaviors or attitudes.
  Example: “Bold” (daring).

3. Structured and Constructed Names

Names derived from existing words, combinations, or specific naming techniques.

• Invented or Abstract → Words created with no prior meaning but evoking a sound or sensation.
  Example: “Kodak”.

• Associative → Link the brand to a known concept or idea.
  Example: “Amazon” (reference to the vast river, symbolizing variety).

• Compound → Combine two words or concepts.
  Example: “Facebook” (social network of faces and profiles).

• Contractional → Use abbreviated forms or contractions of known words.
  Example: “FedEx” (Federal Express).

• Hybrid → Blend elements from two or more categories to create new meanings.
  Example: “Pinterest” (pin + interest).

• Creative Acronyms → Combine initials to create new terms with interesting sounds or clear concepts.
  Example: “NASA” (National Aeronautics and Space Administration).

• Acronyms & Initialisms → Formed from initials or abbreviations.
  Example: “IBM” (International Business Machines).

• Derived Words → Altered or adapted versions of existing words.
  Example: “Lyft” (adaptation of “lift” for transportation).

4. Names Based on Culture, History, and Society

Names that reference personalities, culture, or languages.

• Patronymic → Based on founders’ names or personal references.
  Example: “Ford”.

• Historical/Cultural → Reference events, historical periods, or cultural figures.
  Example: “Tesla” (scientist Nikola Tesla).

• Mythological → Based on mythological figures or stories.
  Example: “Nike” (Greek goddess of victory).

• Foreign Language → Use words or expressions from other languages.
  Example: “Uber” (from German “superior”).

• Toponymic → Inspired by geographic locations.
  Example: “Brooklyn Brewery”.

• Jargon/Slang → Use niche terms or slang to connect with audiences.
  Example: “Slack” (colloquial term for relaxed communication).

5. Names Focused on Sound and Phonetic Impact

Names that prioritize pronunciation and auditory appeal.

• Onomatopoeic → Based on sounds related to the product/service.
  Example: “Zoom” (to convey speed).

• Phonetic → Focus on word sounds and rhythm over meaning.
  Example: “Haagen-Dazs”.

• Anthropomorphic → Use character names or human-like figures.
  Example: “Mr. Clean” (personified mascot).

• Countercultural → Break expectations or norms to make an impact.
  Example: “Diesel” (rebellious attitude).

• Interjections/Exclamations → Use expressions of surprise, enthusiasm, or emphasis.
  Example: “Yahoo!”.

We work with Structured Creation Cycles, composed of the following stages:

1. Creative Planning

2. Name Creation

3. Strategic Evaluation

4. Checks (Registrability, etc.)

5. Client Presentation

6. Feedback Collection for New Creation Cycles

Our creation process ensures strategic refinement aligned with the client, guiding the evolution of all creation cycles.

At Brandium, each naming project includes a minimum of 30-40 names, selected and verified from hundreds of possibilities. This curation combines creativity and strategy, considering factors like registrability, market appeal, and branding alignment.

The final quantity can be expanded based on specific client needs—such as decision-making complexity or linguistic variations—while ensuring tested, strategic options that adhere to the brand’s objectives.

All name options presented to the client undergo a preliminary feasibility analysis in the jurisdictions and classes where the brand will be registered.

Jurisdictions Served
Among the main jurisdictions where we conduct verifications are:

• Brazil (INPI)

• United States (USPTO)

• European Union (EUIPO)

• Other countries as per client needs

Custom Analysis
The depth of analysis depends directly on the brand’s protection goals, considering factors such as:

• Number of jurisdictions involved;

• Number of registration classes requested (products or services);

• Need for cultural and linguistic adaptation (e.g., avoiding double meanings in other languages).

Essential Requirements for Registration
To be registrable, a name must meet strict legal criteria, including:

• Compliance with each country’s Industrial Property Law (LPI);

• Exclusion of generic (e.g., “Economical Supermarket”) or descriptive terms (e.g., “Long-Lasting Battery” for a battery”);

• Proven originality: avoid names phonetically identical to existing trademarks (e.g., K7 vs. Cassete). In Portuguese, “K7” is a phonetic representation of the word “cassete” (cassette), as the pronunciation of “K” in Portuguese sounds like “ca” and “7” resembles “sete” (seven), forming “cassete.”;

• Registration availability: verification in official databases and absence of conflicts with trademarks already in use.

Key Criteria for Evaluating a Brand Name – Creating a strong brand name involves multiple factors that impact its legal viability, usability, market perception, and long-term adaptability. Below are key aspects to consider when assessing a name’s effectiveness:

1. Legal and Market Viability

Registrability

A name with good registration prospects must not conflict with existing trademarks in the target classes or with unregistered marks that can prove precedence. “Conflict” refers to the possibility of examiners at INPI (or other authorities) concluding that similarities outweigh differences. After all, a trademark’s purpose is to differentiate, not resemble others.

Distinctiveness & Differentiation

Evaluates how unique and memorable the name is within its market. It avoids generic or clichéd associations, ensuring the brand is perceived as innovative and recognizable. A distinctive name captures attention and strengthens competitive positioning.

2. Accessibility & User Experience

Audibility

A good name is a clear and accessible “acoustic fact.” Imagine a noisy environment (a bar, restaurant, party). Is the name easy to hear and understand correctly?

Ease of Pronunciation

After hearing it, is the name easy to pronounce? Are its phonemes accessible? Will the brand’s audiences feel comfortable saying it without fear of error?
Remember: a hard-to-pronounce name often goes unspoken. Will voice assistants like Siri, Google, or Alexa understand and function properly when interpreting the name’s phonemes?

Ease of Writing

• Is the name long?
• Does it use uncommon characters?
• Will people make spelling mistakes?
• If they mistype the name online, where will they land?
• How much does it cost to engage a potential customer to learn about your brand, products, or services?

3. Strategic & Market Impact

Positive Associations

The name should evoke positive feelings and beneficial associations. This involves considering the emotional and psychological impact of the words and syllables. A well-chosen name reinforces the brand’s identity and strengthens the image you want audiences to perceive.

Relevance & Appropriateness

The name must align with the brand’s essence, resonating with its vision, mission, values, and industry.

Durability

Assesses the name’s ability to remain relevant over time.

• Is it timeless, or tied to fleeting trends?
• Is it resilient to cultural, market, or technological changes?
  A durable name allows the brand to evolve without the need for renaming.

SEO Ease

Analyzes the name’s potential to be easily found in search engines.
This metric evaluates:
✔ Relevance to strategic keywords
✔ Avoidance of ambiguities
✔ Low competition with generic terms or established brands
An SEO-optimized name enhances digital visibility and organic traffic.

5. Global & Visual Adaptability

Visual Impact, Design, and Communication

Imagining broad scenarios where positioning, name, design, and communication intersect helps select names that work across formats and sizes (online and offline).

Global Adaptability

Critical for international brands, ensuring that a name created in Brazil or Portugal remains effective and comprehensible across markets.
This metric considers:
✔ Pronunciation ease
✔ Absence of negative meanings in other languages
✔ Cultural resonance

Even brands with no global ambitions should ensure their name is at least minimally intelligible to avoid potential linguistic barriers.

After creation cycles and name presentations, the client selects three options to submit to their trademark firm for:

1. Independent technical analysis to confirm legal compliance in target jurisdictions and classes.

2. Validation of registration prospects before final selection.

How It Works:

• Brandium provides the client with selected names, registration classes, jurisdictions, and requirements (e.g., registered domains, cultural adaptation).

• The client shares this data directly with their trademark registration firm.

• The analysis is conducted independently, without Brandium’s influence.

Why This Step Is Essential:

• Guaranteed Neutrality: An independent trademark firm validates our registrability analysis, ensuring an impartial, expert review of legal viability and compliance with trademark regulations.

• Expert Validation: Their specialists provide an additional layer of confirmation, reinforcing the thoroughness of our approach to trademark selection.

• Solid Foundations: This step ensures that every name put forward is legally sound and built for long-term protection, giving you confidence in your brand’s future.

At this stage, Brandium evaluates each brand name from a Brand Design perspective, identifying how specific characteristics—such as sound, emotional resonance, and conceptual depth—can guide the future development of the visual identity.

Although all brand names follow a unified strategy, each option carries unique nuances that inspire distinct graphic approaches. For example:

• Short, fluid-sounding names may suggest dynamic and minimalist visuals.
• Names with etymological or symbolic roots may open space for narrative-driven design elements.

Naming projects often explore multiple creative directions, combining diverse techniques and strategic premises. By the end of this process, the selected options provide two key guidelines for the next stage (design):

• Complementarity: The design introduces attributes not explicitly present in the name, expanding the brand’s narrative.
• Reinforcement: The design intensifies characteristics already embedded in the name, such as solidity, innovation, or delicacy.

Once the analysis is complete, the client decision phase begins. The final brand name is chosen based on strategic recommendations and Brandium’s expert guidance. This stage is highly collaborative: we present the technical, creative, and market advantages of each option, ensuring an informed decision aligned with the brand’s objectives.

Only after the final brand name selection does the visual identity development begin—a separate process, yet one that greatly benefits from the insights generated in this analysis.

At Brandium, the timeline for brand name development is carefully structured based on two key pillars:

• Project complexity (both technical and creative);
• Client urgency and internal dynamics (governance structure and decision-making process).

We understand that each organization operates differently. For example:

• Startups and early-stage companies: Typically have agile processes and founder-driven decisions, allowing for quick adjustments and shorter timelines in brand name creation.
• Established companies: Often have more complex hierarchical structures, requiring validation across multiple departments or even market research to support decisions—factors that can influence the naming project timeline.

Our role is to balance these variables to establish a realistic and efficient timeframe without compromising quality or urgency when needed. We work closely with your team to:

• Map out critical internal approval stages;
• Anticipate specific requirements (e.g., legal validations or additional research);
• Propose flexible timelines that adapt to your workflow.

How does it work in practice?

After assessing your needs, we present a customized timeline proposal, with clear stages and adjustable milestones aligned with your governance structure.  

Let’s talk! Schedule a conversation  with us so we can understand your needs and propose a realistic approach tailored to your goals.

Key Factors Influencing Cost

Legal and Geographic Scope

• Required trademark registration classes (NCL12);
• Jurisdictions involved (Brazil or multiple territories);
• Need for adaptation to different cultures and languages.

Technical and Digital Requirements

• Character limitations for the name;
• Cumulative domain availability (.com.br, .com, other extensions);
• Need to secure exact social media handles in the brand’s pure form across various platforms (@brandname).

Operational Complexity

1. Need for research or market testing
2. Additional demands (e.g., semantic analysis in multiple languages)
3. Normal Conditions: Standard timelines, allowing comprehensive validation at a comfortable pace
4. Accelerated Timelines: Same steps, but compressed into shorter schedules—possibly involving extra hours, weekend work, or additional resources
5. Emergencies: Immediate solutions to address court orders or critical business imperatives

  
Let’s talk! Schedule a conversation  with us so we can understand your needs and propose a realistic approach tailored to your goals.