How to name a product - Steps to be followed

Shakespeare said ‘What’s there in the name?’, but did you notice the first word of this sentence? Yes, it’s the power of the name which made this saying an indelible saying. Naming can be tough and definitely requires creativity, hard work and of course some research. Naming your product spot on is as important as naming a child because when you name something, it anchors it in people’s minds; the name and the thing are then forever connected. Product naming is the first step in the production of any product. Further, that name gives birth to brand recognition.
Product naming may require considerable thought and market experience, or the perfect name may just pop into your head if your stars are in your favour. Naming gives the product a unique identity which makes the product stand alone in the competitive market and also gives a touch of sentimental attachment to the target audience.
 

Have you ever noticed that :

1. You don’t buy gum, you buy Fevicol.
2. You don’t buy soft drinks, you buy Coke.
3. You don’t buy noodles, you buy Maggi.
4. You don’t search on search engines, you Google.
5. You don’t use a bathtub with massaging jets, you use a Jacuzzi.
The suitable product names contribute to achieving consistency in your brand identity and image. The more consistent you will be, the more likely you will be able to build trust in your customers. With a name, generic items become specific. These brands have become remarkably generic.
 

How should you decide on the name?

Naming gives the product a sense of individuality and independence. Product naming is not the last stride in brand-building strategy rather it’s the initial one.

1. Think out of the box while giving a name to your product. The name should be unique and idiosyncratic.
2. Keep in mind your target audience as they should connect to the name emotionally. Your audience helps you in transforming your product into a brand.
3. Make sure your product is easy to find and search for online. Make it readable and writable.
4. Think of appropriate words that describe what your product does. The name should be able to define your product without anybody actually seeing the product.
5. It should be catchy and memorable. Your product name should make an impression in the minds of the audience for years. Your product name should pop up in their mind whenever they go shopping for that product.
6. If you want a wider market for your product then make sure that the names of your product translate meaningfully into all the languages.
   Nothing happens overnight; give time to your product to make its mark in the market and for people to fall in love with your product and its name.
7. You can change the spellings of the already existing words and give them a name to your product. This will look creative and quirky at the same time.

The thing that makes the product naming process so complex and creative at the same time is the fact that there are no rules necessarily set in stone.

Product naming exercises that we can swear by

1. Perform a product naming survey- Make a group of consumers, provide them with various choices and ask them to score the names based on a number of factors like perception, trust, creativity, and more. This kind of survey offers deep insight into which names consumers respond more positively to. Don’t make the list too lengthy; provide them with your top 10 names only or less than that if you can.
2. Be open to suggestions from consumers- Just like the survey, ask your consumers to come up with names for your next launch. Eventually, they are the audience you want to serve, so why not give the product the name that your audience wants.

Study the market and scrutinize the product names that have now become a brand. Allow them to fill you in with some ideas for your product name.
 

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