Understanding The Role Of Product Naming Conventions.

Ever wondered why some product names seem to stick in your mind while others are quickly forgotten? Finding the right name is a critical part of marketing that can make or break a product’s success, and product naming conventions are a key part of the process.

An exceptional and impactful product name holds the same significance level as its packaging. Hence, the question arises: How can you select the ideal product name that connects with your potential customers?

In this article, we’ll explore the ins and outs of product naming conventions, including the different naming strategies brands use to create memorable product names that attract and retain customers. 

What is a Product Naming Convention? 

A product naming convention is a set of rules or guidelines that dictate how a product should be named within a specific industry or market. These conventions are often based on industry-specific terminology, product features, or target consumers. 

For example, in the tech industry, product names often include numbers or letters representing specific product features or capabilities.

Naming Conventions VS. Naming Strategies

Product naming conventions refer to the rules and guidelines for creating consistent and meaningful product names. It includes using brand names, avoiding confusing or misleading names, and following industry standards. 

On the other hand, naming strategies focus on creating unique and memorable product names that stand out in the market. They are crucial for building strong and notable product names that resonate with consumers and differentiate a product from its competitors.

Criteria	Naming Convention	Naming Strategy
Definition	Set rules or patterns in naming a product.	Overall approach to naming a product or brand.
Scope	Typically industry-specific.	Can be broad or specific to a company’s branding.
Focus	Structure or format of the name.	Meaning, context, and emotional impact.
Examples	Acronyms (BMW), Descriptive (General Motors), Founder Names (Ford)	Evoking feelings (e.g., “Lush” for cosmetics), Highlighting use case (e.g., “Duracell” for durable batteries), Innovativeness or tech-focused (e.g., “Tesla” for electric vehicles)
Enforcement	Often follows industry trends.	Defined by marketing and branding teams.
Flexibility	Can be rigid, especially if it’s an industry norm.	Adaptable based on market research and brand evolution.
Purpose	Make product names recognizable and consistent within an industry or line.	Differentiate the product in the market and convey its value proposition.
Common in	Industry standards, competitive analyses.	Branding workshops, market research studies.
Changes Over Time	Can change as industry trends evolve.	Evolves with brand identity and market positioning.
Dependencies	Industry norms, trademark availability.	Company vision, target audience, market landscape.

Naming Conventions VS. Naming Architecture

Naming architecture is focused on creating a framework for naming multiple products within a brand. It enables an organization to guide the naming of its capabilities and offerings so that customers can readily understand what is being offered. 

Naming conventions are essential for consistency within a product line, and naming architecture is crucial for creating a clear and concise naming system for multiple products within a brand.

Examples Of Product Naming Conventions

As mentioned, naming conventions allow the creation of influential product names that communicate well with the target audience. It results in alignment with consumer preferences and reflects the brand identity. 

Let’s look at some standard product naming conventions examples to make things clear:

Descriptive Names: These names describe the product type or function. For instance, Burger King, Paypal, and Booking.com explain the product or service. A descriptive name conveys the value proposition of the product or service quickly without excessive explanation.

Evocative Names: These names aim to connect emotionally with consumers using words that evoke strong emotions or imagery. Evocative product names can be a powerful way to differentiate a brand and create an emotional connection with consumers. Some famous examples include Apple, Visa, and Nike.

Suggestive Names: These names suggest the product’s benefits or features. For example, Shopify enables businesses to “shop” online, effectively conveying its purpose. Suggestive names provide flexibility for brand expansion and can accommodate future product or service offerings.

Product names that resonate with consumers and reflect brand identity quickly spread the word. It helps generate more sales, leading to more brand recognition.

Click here to read more and learn everything about product naming strategies.

Creating A Naming Strategy

As a convention, a product naming strategy is essential to the brand strategy that offers many benefits. The main goal is to lay a foundation for new product naming that aligns well in the short and long term.

The Need for Creating a Naming Strategy

A naming strategy is essential to establish a strong brand identity and differentiate itself from competitors. A well-executed naming strategy can help create a memorable and unique name that accurately reflects the product’s features and benefits while resonating with the target audience.

With a naming strategy, a brand may avoid a confusing, misleading, or forgettable name, leading to a lack of brand recognition and a loss of sales and market share. Additionally, a poorly chosen term can lead to legal issues if it infringes on existing trademarks or copyrights.

The Benefits of Creating a Naming Strategy

Let’s look into various benefits that a naming strategy offers to a brand:

Establishing clear brand identity: A well-executed naming strategy creates a strong brand identity that resonates with consumers and differentiates a brand from its competitors. A clear brand identity can help build brand recognition and loyalty.

Creating a memorable name: A memorable name that is easy to remember can help consumers recall the product when needed. It can lead to increased brand awareness and sales.

Ensuring legal compliance: Creating a naming strategy involves conducting a lawful search to ensure the chosen name is legally available and does not infringe on any existing trademarks or copyrights. It can help avoid costly legal issues down the line.

Aligns with he brand naming strategy: A naming strategy should align with brand naming strategy. It ensures consistency across all aspects of the brand and helps reinforce its message and mission.

Facilitating product launches: A powerful product name generates buzz and excitement around a new product launch. It can lead to increased sales and market share.

There are two essential considerations that every strategy must include 

Market Research

Conducting thorough market research is the primary step to creating a naming strategy. Through market research, companies can easily understand the target market. It leads to the discovery of product names and their part in branding and customer acquisition. 

A company gathers data using various techniques such as surveys, polls, and interviews. Similarly, it may also utilize online tools to collect research data quickly. Once there is sufficient data, the company finds trends in product names and their relationship with sales and revenue. 

Engaging in thorough market research also aids in examining competitors and their approaches to naming. This empowers brands to identify gaps and opportunities for surpassing the competition more easily.

Consumer Testing

Once the company conducts market research and develops new product names, the next step is to perform consumer testing. This step is crucial for verifying the selected names using the target market. Consumer testing provides insights into how customers perceive different names. Simultaneously, it identifies potential issues with the name before it is launched.

There are various methods to perform consumer testing, just like market research. For instance, companies may use surveys, focus groups, or online polls to engage consumers. The goal is to gather feedback on potential product names, including their relevance, memorability, and overall appeal. 

This feedback can refine the list of potential names and select the best name for the product or brand. Consumer testing can also help identify potential issues with a name, such as negative associations or misinterpretations.

Avoiding Naming Mistakes

Naming mistakes can be a massive disaster for a brand, leading to confusion, negative associations, and a lack of brand recognition. When a product name is confusing or misleading, it can make it difficult for customers to understand what the product does or how it differs from competitors. 

For example, in 2018, Dunkin’ Donuts changed its name to “Dunkin'” to rebrand and expand its menu beyond donuts. The company faced criticism for being too vague and not accurately reflecting the brand’s identity. After a short time, criticism faded, but if this was a smaller brand, they might not have been able to handle the turbulence.

Decision-makers should consider the following strategies in naming workshops to avoid mistakes:

Keep it simple: Product names should be simple and easy to remember. Avoid using complex or difficult-to-pronounce words that may confuse customers. Also, make sure these names are distinct and aren’t confused with other products on the market. 

Be clear: Product names should accurately reflect the product’s features and benefits. Avoid using words that are misleading or vague.

Consider the target audience: Product names should resonate with the target audience. Consider the language and tone that appeals to the target customer.

Avoid trends: Avoid using trendy or gimmicky names that may quickly become outdated or irrelevant. Instead, focus on creating a timeless and memorable name.

Brand And Product Naming For CPG Brands

Are you looking to create a strong brand identity for your CPG brand? SmashBrand can help with our expert brand naming services. Our proven Path To Performance™ includes influential name development for your products that resonate with your target audience and accurately reflect your brand’s values and mission. Discuss a project with our team.