Names can be built upon Greek and Latin roots or be poetically constructed based on rhythm. Brand names are sometimes directly descriptive of a company's core products or services. Experiential brand names offer a direct connection to human experiences and rise above merely descriptive names by relating the name to the product's benefit or the consumer experience. Evocative names evoke the positioning of a company or product rather than directly describing a function or experience.

1. Names sometimes built upon Greek and Latin roots. Poetically constructed
names that are based on rhythm and the experience of saying them.
INVENTED
FUNCTIONAL/DESCRIPTIVE
When a brand is named after their core products and services to direct
the bulk of brand equity to what they offer to consumers.
BRAND NAME TYPES
EXPERIENTIAL
Experiential names offer a direct connection to something real, relating to
human experience. These names rise above descriptive names as they
connect the name to the product, benefit or the consumer experience.
EVOCATIVE
Evocative names differ from others is that they evoke the positioning of a
company or product, rather than describe a function or a direct experience. i.e.,
the essence of the brand