brand glossary: name

Also known as:
Brand Name, Trademark

A name is a word, or set of words, that is used to identify a product, service or company. It is the primary handle used for reference in the majority of a brand’s communication, both internally and externally, and it aids in consumer or client decision-making when choosing a product, service or company. Over time, a name becomes a valuable brand asset that holds a significant amount of value and IP. A great name is one that is strategically relevant, memorable, culturally and linguistically viable, and legally ownable. A name can contain letters and numbers, and can range from real word to coined (made up) words. When the word “trademark” is used, it often can mean a brand name.

Resources:
10 Most Common Naming Mistakes (IB link)
Etymology

See also:
Descriptive Names, Suggestive Names, Abstract Names, Coined Names, Composite Names, Real Word Names, Alphanumeric Names