brand glossary: naming

This is the practice of developing brand names for corporations, products and services. Most often, the objective of naming is to develop ownable trademarks and handles that express a brand and its promise, or a product or service and its key characteristics, providing an easy way for people to identify and interact with them. Brand names are valuable economic assets that should be carefully created and protected by their owners.

10 Most Common Naming Mistakes (IB link)
Etymology (link to new section, which should sit under brandspeak)

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