Personal-name brands
A personal-name brand uses a person's first name or surname as an identifying element. It may be connected to someone who founds or represents an organisation
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The choice connects the brand with a personal reference, but does not guarantee closeness or trust. It can also create dependence on that person's reputation or make later changes more difficult. The decision should consider pronunciation, differentiation and continuity, as well as how the name will relate to the organisation's other offerings.
Also known as
eponymous brands, patronymic brands
Topics