What is naming?

Set of techniques used to create a brand name, service or object.

The brand name is one of its most immovable attributes, so that choosing the right term is a fundamental task that will culminate, as a synthesis, all the previous work of identity creation. The creative process should be strategically supported through studies and evaluations about the validity of the possibilities considered and their suitability to the different audiences, areas and idiosyncrasies of the markets to avoid incurring taboos.

Sometimes the selective process enhances functionality (descriptors), in others creativity is exploited, through metaphorical evocation or recourse to neologisms.

Other denominations:
Verbal branding

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