Naming longlist
A naming longlist is the broad list of possible names generated in the early stages of a naming project, before they are filtered and assessed
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is built from a brief setting out the values, attributes and territories the name should evoke, and usually combines several techniques: existing words, compounds, roots from other languages, metaphors or invented words. At this stage quantity and variety matter more than judgement. In Spanish it is often called a naming list.
It is then refined over several rounds using criteria such as strategic fit, pronunciation, connotations in other languages, domain and social media availability and, above all, registrability as a trade mark. The longlist is usually narrowed to a shortlist for presentation and validation.
Also known as
name longlist, naming list
Topics