The document discusses 5 different methods for naming a business: eponymous names (named after a person), descriptive names (state what the business does), associative names (associate a concept with the brand), suggestive names (hint at the business activity), and acronymic names (reduce the name to initials). Each method is examined in terms of pros and cons, with examples given for each category. Key aspects that make an effective name are clarity about the business, reflecting core values, being catchy and memorable.

1. Naming your
Business
5 Naming Methods

2. Eponymous Names
Companies named after a real or historical figure

3. Pros & Cons
PROS
 Can sound very professional (often used by
law and accountancy firms).
 Can also be effective for stressing the family
aspect of a local family business.
 Binds the reputation of the company to the
owner (often seen in entertainment industry
e.g. Disney)
 Linking the values of a historical figure with
the values of the company is super effective
(e.g. Nike)
CONS
 Names can often be difficult to pronounce
and spell for foreign consumers
 Doesn’t immediately indicate what the
company does.

4. Nike
Business Activity:
Worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.
Core Values:
Performance, authenticity, innovation, and sustainability.
Name:
Pulling inspiration from the history books, Nike (named after the Greek goddess of victory) is a perfect
example of an effective brand name. Simple, short, and meaningful. This name is strengthened further by
the famous Nike ‘swoosh’ which was designed to resemble the wings on the ancient statue of Nike. Both
the name and the logo give off imagery of speed, precision, and success which has propelled Nike to the
top of its industry.

5. Eponymous Names – Honourable Mentions
STARBUCKS
Named after Starbuck from
Moby Dick for no other
reason than it sounded
good.
LOUIS VUITTON
Named after the founder of
the company. This is an
instance of the name
matching the flavour of the
industry.
TESLA
Named after renowned
innovator Nikola Tesla. The
company’s dedication to
innovation is represented by
its name.
ADIDAS
A catchy abbreviation of the
company founder Adi
Dassler’s name.

6. Descriptive Names
Companies names which plainly state the products or business of the company

7. Pros & Cons
PROS
 Efficient method of branding initially
 Makes the business clear to consumers
CONS
 Difficult to protect legally
 Company names can be wordy
 Least creative method of naming
 No way to discern company values

8. Royal Mail
Business Activity:
A national postal service in the United Kingdom.
Core Values:
Pre-eminence, community.
Name:
The Royal Mail gets its name from the fact that it was built on the distribution system for royal and
government documents. This history established them as the pre-eminent postal service in the UK and as
a private company the name plays on this pedigree.

9. Descriptive Names – Honourable Mentions
CARTOON NETWORK
A TV network which shows
exclusively cartoons.
PIZZA HUT
An international pizza
restaurant.
TRIPADVISOR
A review website which
advises tourists on the best
flights, attractions, tours,
accommodation and more.
THE BODY SHOP
A company specialising in
skincare and beauty
products.

10. Associative Names
Companies names which associate concepts with the brand

11. Pros & Cons
PROS
 Allows a lot of room for creativity.
 Names are often catchy.
 Easiest way to express company values.
 Creates a strong base to build a brand.
CONS
 Relies on consumers understanding the
association.
 Not as effective as a suggestive name in
terms of instantly forming an understanding
with consumers.

12. Twitter
Business Activity:
Online microblogging and social networking service.
Core Values:
Inclusivity, global networking, sharing without barriers
Name:
Twitter is proof that there is nothing wrong with turning to the dictionary for inspiration. With their core
values in mind, the word jumped out to the creators of Twitter as they combed the dictionary for inspiration.
The sound of birds chirping to (and over) one another resembles the short ‘tweets’ that the social media site
is known for.

13. Associative Names – Honourable Mentions
PAMPERS
Associates their baby
products with the concept
of pampering a baby.
RED BULL
Associates their energy
drinks and extreme sport
shows with the power and
energy of the colour red
and bulls.
AMAZON
Associates the range and
reach of its online
marketplace with the
vastness of the Amazon
river.
GOOGLE
Associates its search
engine’s capabilities with a
‘googol’ which is an
extremely large number.

14. Suggestive Names
Companies names which hint at the activity of the company

15. Pros & Cons
PROS
 If done correctly will instantly tell consumers
what the company does
 Allows a lot of room for creativity
 Names are often catchy
 Easier to protect legally due to the unique
makeup of the name
CONS
 Sometimes can be hard to pronounce
 Relies on consumers understanding the
suggestion

16. Duolingo
Business Activity:
language-learning website and app.
Core Values:
Equality, accessability, learning.
Name:
DuoLingo, a play on the Latin words ‘duo’ meaning two, and ‘lingua’ meaning language. This name is
effective as it immediately conveys what the company does. The name sounds catchy, memorable,
welcoming and, along with its cartoonish owl mascot (an animal associated with wisdom), removes the
intimidation many associate with academia. This approach matches up with the core values of Duolingo, a
company which does not charge users for their services.

17. Suggestive Names – Honourable Mentions
GROUPON
This website allows ‘groups’
to purchase ‘coupons’.
PINTEREST
An online pinboard allowing
users to express and share
their interests.
YOUTUBE
A site allowing anyone,
including you, to broadcast
content to other people’s
‘tube’ or TV.
7-ELEVEN
A convenience store which
originally operated from
7am-11pm 7 days a week.

18. Acronymic Names
Companies names which reduce their name to an acronym

19. Pros & Cons
PROS
 Almost always sounds professional
 Short, snappy, and memorable
 More unique than its descriptive
counterparts
CONS
 Not recommended for new businesses as it is
not immediately clear what the company
does
 Less creative than other naming methods

20. KFC
Business Activity:
A fast-food company specialising in fried chicken.
Core Values:
Fast, friendly, health-minded.
Name:
Originally formed as Kentucky Fried Chicken (descriptive) in 1952 by Colonel Harland Sanders. The
company made the decision to shorten its name to KFC in 1991 in an effort to appear less unhealthy to an
increasingly health-minded consumer.

21. Acronymic Names – Honourable Mentions
HSBC
A catchier version of
Hongkong and Shanghai
Banking Corporation.
PWC
An acronym adopted after
the merger of Price
Waterhouse and Coopers &
Lybrand.
BMW
An acronym of the original
German name Bayerische
Motoren Werke.
HP
A combination of the first
letters of founders Bill
Hewlett and Dave Packard’s
surnames.