Name Creation
Developing your own product name – what really happens
Using the story of Dr. Anja Geisler, this blog post illustrates why product naming is never just a creative task. The example of the toothpaste brand Beit clearly shows how quickly naming processes can fail due to subjectivity, a lack of brand research, or insufficient long-term planning. The post explains why strategic criteria, protectability, and long-term brand thinking are crucial, and why many companies only realize the true complexity of naming during the process itself.
Naming strategy: Why a name alone isn’t enough.
Using Kermi as an example, this blog post explains why successful product names never develop in isolation. Instead of individual names, a technological idea and clear positioning led to the development of a consistent naming system with a strategic function. The post illustrates how naming architecture provides direction, supports market entry, and enables long-term brand development.
The Darco Naming-Story
This podcast episode featuring Christina Bastl and Matthias Hain demonstrates how a traditional, function-driven briefing can evolve into a strong brand name. The article explains why technical product lists rarely result in strong name and how shifting the focus toward emotion, association, and impact makes all the difference. Using Movilo as an example, it becomes clear how naming processes are structured, validated, and successfully transformed into a standalone product brand.
Rebranding: The atares naming story
The podcast episode by Christina Bastl and Jan Pörschmann tells the naming story of atares as part of a clear rebranding. The blog shows how complex and multidimensional a professional naming process is. A name change is not just a creative act, but a business-critical step with long-term brand impact.
Register, monitor, and protect trademarks
Trademark registration and trademark monitoring are essential elements in the naming process. They create the legal foundation for protecting brand names, logos, and other identifiers in the long term. These steps are therefore particularly critical for international B2B companies in order to avoid legal risks and expensive disputes.
What companies should know about trademark law
Trademark law plays an important role in the development of brand names. It provides the legal basis for the exclusive use of names, logos, and other identifiers and protects them against imitation. Addressing trademark law requirements at an early stage is important for international B2B companies in order to avoid conflicts and adjustments later on.
Conflict research & trademark classification in naming
As a naming agency, we support international B2B companies in developing names. Early integration of conflict research and brand classification into the naming process is essential. Detailed identity and similarity research can help to avoid costs associated with renaming, delays, and legal disputes.
Transcription and transliteration in naming
What happens to a brand name when it switches to a different writing system? With the latin alphabet, a lot of things come easily to us. But as soon as a name needs to be converted into a different writing system, for example into Chinese, there are three different approaches: transliteration, transcription and semantic neologism. Christina Bastl explains the differences, highlights typical pitfalls and reveals why INCREON established its own team in Shanghai back in 2006.
Naming workshop
A naming workshop is not a creative brainstorming session. It is the moment when a naming project takes shape: strategic guidelines, a shared framework, and an approved requirements profile.
Naming for companies and products
Company names and product names are created through the same process, but they have completely different requirements. A company name must represent an entire business across decades and markets. A product name can be more specific, more focused, and more closely related to the product's benefits.
Why brand architecture influences brand naming
Brand architecture defines the framework for naming. It determines whether names stand alone or are systematically linked, and it creates clarity and recognition across the portfolio. Without a clear structure, there are no benchmarks for evaluation – with one, naming becomes strategic, scalable and brand-building. How the right brand architecture leads you to clear, effective names.
