# Naming longlist: what it is and how it works · Zorraquino
> A naming longlist is the broad list of possible names generated early in a naming project, before they are filtered and assessed.
URL: https://www.zorraquino.com/en/dictionary/branding/naming-list.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Naming](https://www.zorraquino.com/en/dictionary/branding/naming.html)
- [Brainstorming](https://www.zorraquino.com/en/dictionary/lean/brainstorming.html)
- [Noa](https://www.zorraquino.com/en/dictionary/branding/noa.html)