A brand name is often the first impression – its tone and meaning can automatically position the organisation or product. As a device it can be used to support and reflect the brand positioning, conveying its aspirations and ideals.
Creating and selecting a name is informed by an understanding of the business strategy, desired positioning in the market and a consideration of the organisations’ other, already existing brands.
Existing brands can be reinvigorated to incorporate a new direction or change through a repositioning. A well considered brand name would leverage the history of the business – adding to the existing brand value and equity.
