This document discusses the importance of choosing the perfect name for a brand and outlines key criteria that make up a perfect name. An effective name is easy to pronounce, differentiates the brand from competitors, and is durable over time and across cultures. It should capture the essence and personality of the company, communicate what it stands for, and become a valuable asset and strong brand in its own right. The perfect name forms the foundation and blueprint for all marketing efforts.

1. NAME DNA
A Compelling Approach to Brand Naming

2. What’s In A Name?
 A whole lot. Its an identity. In some cases it says who
you are and where you are from.
 It gives an insight into your history and reputation in
some instances.
 Imagine a politician called Judas.
 So a name can become a liability or where properly
applied an asset.
 It must also stand the test of time and cut across cultures
just as Judas has for over 2000 years.
 Name DNA provides the building blocks and offers best
results.

3. DNA Detectors

4. The perfect name is easy to spell and
pronounce.
A, B, C.

5. Clarity
 With a perfect name, nothing gets lost in its
translation/transliteration regardless of what language
your markets speak.

6. Emotive
 A perfect name captures both verbal and non-
verbal perspectives e.g. feeling, smell, taste.

7. Differentiates you from your competitors
Stand Out

8. The perfect name is durable and elastic across
time and cultures.
Durability

9. If it uncovers a wealth of ideas and
direction, it is a perfect name.
Jackpot!

10. You immediately feel a connection to a
perfect name.
Brand Connection

11. A perfect name is often flexible for
creative usage
Flexibility

12. Positive
Energy

13. Uncomplicated
Simplicity

14. Memorable
Unforgettable

15. Sonorous
Musical

16. The right name for your brand, does more
than just identify.
It speaks of the personality, the essence of
your company and its products.
Essence

17. The perfect name differentiates – it is not
cliché, it does not say “me too”.
Stand Up & Out

18. The perfect name is unique and “ownable”
- it can survive the most rigorous trademark
screening.
Unique

19. The perfect name often emerges from your
first instincts – it sometimes the most
obvious choice.
Instincts

20. The perfect name becomes a valuable and
tangible asset.
Name as Asset

21. The perfect name communicates the
personality of your product.
Proper Communication

22. The perfect name becomes a great brand
without trying too hard.
Name As Brand

23. The perfect name transcends geographical
boundaries, is culturally appropriate and
communicates effectively across languages.
Trans Barriers

24. When a person hears your name for the
first time he/she carries some
feelings/subliminal reactions.
It embodies certain values and echoes
already residing in the mind.
Connection

25. The perfect name has perfect rhythm.
Harmony

26. The perfect name communicates the
essence of your company. Its products, its
services.
Soul

27. The perfect name communicates without
overstating or shouting.
Subtlety

28. The perfect name helps your brand out in
the crowd.
Brand Apart

29. The perfect name is relevant.
Relevance

30. The perfect is affirmed by a smaller and
more efficient research effort.
Confirmation

31. The perfect name can spell success for
your company.
Success

32. The perfect name is often a brand new word or a
phrase – coined to communicate volumes about
who you are.
Innovation

33. Blueprint
 The perfect name is a conceptual blueprint
for your marketing communications.

34. Foundation
 The perfect name is the foundation of all your
marketing efforts.

35. Brand Support
 The perfect name sings the praises of your
product.

36. The perfect name is extensible, capable of
expanding with you as you grow.
Extensible

37. Thank You